The chi-square test measures the discrepancy between the observed cell counts and what you would expect if the rows and columns were unrelated. The two-sided asymptotic significance of the chi-square statistic is greater than 0.10, so it's safe to say that the differences are due to chance variation, which implies that each store offers the same level of customer service. However, not all customers surveyed actually had contact with a service representative. The ratings from these customers will not reflect the actual quality of service at a store, so you further cross-classify by whether they had contact with a service representative.