Pros: Factory service and parts, they maintain your service history records
Cons: Somewhat expensive (no surprise)
I bought a used dodge 4x4 and took it into Chapman for a 70,000 mile service, as well as a later AC issue and battery. It is no surprise that getting service done at the dealer comes at a price premium. However, having first hand experience in a auto shop, there is something to be said for mechanics that repetitively work on the same types of cars and trucks. You could take your car to a random shop with a cheaper hourly rate, but there is a high likelihood that the mechanic will not know the best process for removing and replacing parts. Imagine a lot of pry bars and hammers.
Cars are like puzzles - I prefer the mechanic working on my car do the same puzzle every day.
Also, in the event you sell your car, Chapman will print out your service history, which arguably increases the resell value.