This has become a very popular question, especially when people don't want to shell out any cash for something that is not the super necessary.  I have some pretty strong feelings about this topic seeing that I have both run quick lubes and worked at a car dealership.
 
First, ask me where I take my car for oil changes (no, I don't do it myself, I hate working on my own car); I go to the dealership.
 
Second, ask me where I would tell my mother to go for an oil change.  First, I would tell her to take it to Shane, my buddy who still runs the show at the quick lube chain I use to work for.  If Shane wasn't available, I would then tell her to take her car to the dealership.
 
Here's the deal; taking your car to the dealership means you are taking your car to a place where 1. technicians are trained to work on your specific vehicle, 2. if the technician breaks your vehicle, the dealership has a higher sense of ownership to repairing what they broke, and 3. bringing your vehicle to a dealership for maintenance builds a relationship not only with that dealer, but also with the manufacturer, which later down the road can turn into some extended warranty repairs because you are such a great customer.  Trust me, this happens, a lot!