Calling himself a "grocer" first and foremost, Dave Dillon believes that customers want more from their grocery shopping experiences than just the lowest price. So, that's what Dillon, the chief executive officer and chairman of The Kroger Co., and officials at his company work to give them.Kroger officials believe the strategy will help the company stay competitive during what's proven to be difficult times for traditional grocery companies."Everybody is price sensitive," said Dillon, a Hutchinson native. "But ... also, everybody is driven by other factors - not just price." Shoppers also want a better variety of products, better customer service...