Costco took the top rating of the nation's 11 most popular retailers in a survey of 30,000 Consumer Reports readers. Dillard's, the department store chain, came in second, followed in order by Kohl's, JCPenney, Target, Sam's Club, Sears and Macy's. Walmart and Kmart anchored the bottom of the list, but still rated "satisfied" among shoppers. The magazine's readers, who skew higher income and more educated than the population as a whole, based the ratings on "bang for the buck" value, customer service, store experience and return policies as well as product quality. Dillard's led the field for men's, women's and kids' clothing and tied Macy's and Costco as tops in home decor. Costco, Dillard's and Macy's tied for the best personal-care items. Costco and Sears shared the highest rating for hardware, while Costco, a membership warehouse club, stood alone as best for jewelry, sporting goods and electronics. The ratings, which appear in the magazine's July issue, did not cover high-end speciality chains or other big box stores.
Costco, Dillard's rank high in survey of customer satisfaction
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