2:18 p.m. on April 29, 2011 (EDT)
on the service question, i think you either have to get lucky at a chain store like REI with someone knowledgeable, or you need to go to a smaller, specialty store where you're more likely to pay full retail. you could always try things on at a smaller place, not buy there, then hunt for a better deal on the internet....but that's what puts the specialty stores out of business.
on the shoes, i just did a search for a shoe for day hiking, doing hill work-outs, and using on shorter trips where i expect to carry a pretty small backpack. i had been using a Vasque trail runner with a fairly sturdy midsole and tread pattern for that purpose. most places seem to distinguish between trail running shoes and light hiking shoes. as near as i can tell, a trail running shoe covers the spectrum from slightly more robust than a running shoe to something moderately supportive, but will usually have a softer midsole, a less aggressive tread, and will be mostly nylon with some leather for support. a light hiking shoe will tend to be a little stiffer, more supportive (may have a polyurethane midsole that is stiffer), more leather, more aggressive tread that isn't as grippy but tends to wear a little better. often mid-high as opposed to a full ankle high boot, though not always, and light hikers tend to weigh a little more. there is no hard and fast dividing line, though.
it's worth deciding what works for you, depending on how you plan to use them. the more rugged the terrain, the more weight you may carry, then you might want a more robust shoe. for a lot of all-day hiking, though, something the stores call a trail runner might work nicely, and they're lighter weight and tend to cost less.
there really is no better process than going to a store with a pair of the socks you plan to use and trying on a bunch of different boots to see how they fit - not just lacing them up, but walking up and down some stairs, putting one foot then the other on the little in-store incline to see if your foot slides forward, if your toes bang, if your heel seems to lift up too easily. (i use a pair of custom orthotics that i wear all the time, so i definitely put them into every shoe i try on, in addition to bringing my own socks). i had my feet measured for length/width and tried on several pair of shoes locally before determining that i wasn't going to be happy with the options i could try on, or that for one shoe (Salomon), i would need a wide size that the store doesn't carry, but that is available online or by special order.
you can derive a good amount of info from the web and by email and phone, if you can't find what you want locally. i just ordered a pair of Treksta Evolution trail runners. no stores carry them around here, but a number of reviews and calls to different stores confirmed whether they run true to size, whether they run narrow or wide in certain parts of the shoe, and so on. as part of the same process, i figured out that some other shoes i thought were interesting (scarpa, salewa, oboz) run too narrow for my foot.
hope this helps.