Consumers rated Dollar General exceptional on price (i.e., 10 out of 10, while its competitors were rated 7 or 8 out of 10). However, consumers rated Dollar General unacceptable on quality (i.e., 3 out of 10, while its competitors were rated 7 or 8 out of 10). Now, Dollar General should focus on enhancing customer experience and/or reducing friction because consumers' ratings on Dollar General's price and quality are on the 'safe ground