We break it down in terms of value for money, product quality and service quality. For virtually all of these retailers, with the exception of Wal-Mart, it is really the service quality that seems to be driving the satisfaction.

Many banks struggle to deal with customers. Customers often end up feeling trapped in a technology maze, where they have to press this button or that button on their phones, and can't find their way out.

Wal-Mart is an exception because it is able to have such pricing power and such influence over suppliers that it is difficult for anyone to compete on price. What it means for the customer is that price will make you buy, but it doesn't give you the same satisfaction as a high level of service.

They only select items they really know are going to be useful or attractive to customers. That is what really makes them different. They do the opposite of what everybody else does.

Customers don't like their cable TV providers, most airlines or the IRS, either.

Customers are showing their preferences, and investors are going to take note.