NON-FINANCIAL PERFORMANCE INDICATORS AND LONG-TERM SURVIVAL OF SMALL ENTREPRENEURIAL START-UPS IN AKWA IBOM STATE

Non-financial performance indicators play a crucial role in determining the long-term survival of entrepreneurial businesses by revealing factors influencing their financial performance over time. This study aims to examine the predictive power of these indicators on the longevity of small-scale entrepreneurial startups in Akwa Ibom State. A descriptive survey approach is employed, focusing on 376 small business owners randomly selected from a population of 928 entrepreneurs registered with the Small and Medium Enterprise Development Agency of Nigeria in Akwa Ibom State. Data collection involves a 4-point rating scale questionnaire titled 'Non-financial Performance Measurement Indicators Questionnaire,' validated through a trial test with 30 non-participating small business owners. Researchers and seven trained assistants administered the questionnaire, and statistical analysis, including simple linear regression, was conducted to address research questions and test hypotheses at a significance level of 0.05. The findings indicates that product quality, innovation, and customer satisfaction strongly predict the long-term survival of entrepreneurial startups. Furthermore, these factors are found to have significant predictive power. The study concludes that in today's competitive and uncertain business environment, small-scale entrepreneurs in Akwa Ibom State can enhance their business longevity by prioritizing quality, innovation, and customer satisfaction. Recommendations include continual improvement of products to ensure sustained entrepreneurial success.