It has been a long time since customer satisfaction was first pointed out in the 1950's by Peter Drucker and various enterprises started to adopt it as a significant strategy. Now the mainstream way to maintain an enterprise is not to pursue profit itself, but to create and keep customers.
In this research, we focused on a sundries' retailer located in the central part of the city of Higashi-Hiroshima and tried to find out the factors that are likely to improve customer satisfaction by analyzing a questionnaire given to customers throughout the year. Three factors stood out as contributing to customer satisfaction, namely: "amenities", "service", and "store atmosphere". In addition, we found several specific positive correlations between "youth" and "service", "middle-aged women" and "price", and "sundries" and "clothes" in the winter season. Considering these results from a point of view of Modern Marketing, we looked for concrete strategies for this store. Also we focused on the meaning of a regional retailer considering that while Higashi-Hiroshima is undergoing high growth, the central downtown has been on the decline.