This work has as purpose to study the behavior of Zero Grau bar internal customers, a bar situated in a mall in Barra da Tijuca, as well as the impact resulting in the external customer satisfaction. The regular customers, most of them young, stay outside of the bar, watch shows, walk around the mall, drink, eat and feel safe. The study was developed based on a bibliographical revision that uses concepts like satisfaction, motivational theories, fidelity, buying process of a customer, customer needs, both internal and external, and the value realized by them. The study contemplates also with a field survey with the internal customers and external customers, allowing, basing in its information, to make quantitative and qualitative analysis.