Customer satisfaction in their handicraft shopping experience. A study in the Camino Real de Campeche

Due to new trends, designs, technology and innovation, the artisan has the possibility of generating value and trust with customers. In addition, it is crucial to detect the needs in the different markets and thereby generate buyer satisfaction. Customer satisfaction is very important because it can determine the success or failure of the business. The objective of this study is to determine customer satisfaction when purchasing handcrafted merchandise. The research is descriptive with a quantitative approach and a non-experimental-cross-sectional design. Regarding data collection, field research was carried out. The method is deductive, applying the survey technique and the questionnaire as an instrument. It can be observed that satisfaction does not only come from the physical product, but the treatment provided to the customer from the beginning of the purchase and, especially, carrying out post-sale work is also essential.