As Spaniard myself, I am a bit sorry to admit, that although taking one negative answer as a standard for the whole country must be unfair, the experience related here is quite common in this country.
After living several years abroad, it was much easier to realise the extend to which how we the Spanish conduct relations with ourselves, lets not count how many times we all have left a restaurant feeling we ought to thank the owners or staff for letting us spend our money on their business.
Same for business, there is a set tradition of no answering if the issue at stake is not of their interest, saying no to a proposition is fine, acceptable and understandable, but for the same reason that we wouldn´t turn our faces away if someone stopped us on the street to ask about something, I do not get to understant this god given right of ignoring emails, faxes etc...
Spain must be a country of great wines, restaurants and feature very highly in many worlwide guides, but if there was ever to be one about customer service I am afraid we wouldn´t make it in the top 100 countries.