Usually, before a service visit, a service advisor walks your car with you and makes note of every ding and scratch already there. I make it a habbit of asking for this even if they don't automatically do it (which they usually do). For my car it's easy.....I just tell them and show them that I have ZERO dings and scratches!
I would talk to the service manager about this. Tell him you are very dissappointed that this happened and how you were treated. Even though you were able to remove this scratch this time, tell him you worry about what might happen next time. You could write a letter to get it on record.....to the general manager and parent company. If you are seeking damages, put it in the letter.
If the service manager blows you off, and you are not seeking damages now that you removed the scratch, I would just give them a poor CS survey, and find a new dealer to take your car to.
I would not get a panel repainted for a scratch like that unless it was really deep. Aftermarket paint is never the same........