"Diverse customer base, including national retail and grocery chains, convenience stores and financial institutions. Customer diversity allows the company to lower risk. If one business experiences slowing sales volume, other businesses may contemporaneously experience positive growth in sales volume. Lower risk is a positive for stock prices since there is less risk of the company going bankrupt suddenly. Lower risk companies typically secure financing at a cheaper rate than riskier businesses."

Source:"Diverse Customer Base" is a difficult qualitative factor to defend, so competing institutions will have an easy time overcoming it.