All the segments of the industry, including retail, must know the service customer s satisfaction. The company "Casa do Estudante", Niterói s traditional stationary, never received help from a consultant before. This work consists in a customer s satisfaction research, where attributes that influence the satisfaction before and during the purchase are analyzed, such as price, payment method, environment and employee s characteristics, so that the owners of this familiar company could have initial information to plan a marketing strategy. The results show that at some aspects, the company meets the expectation of the client or exceeds it and at other aspects, it could do better.