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

Abstract Non-financial performance indicators play a crucial role in determining the longterm 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 prioritising quality, innovation, and customer satisfaction. Recommendations include continual improvement of products to ensure sustained entrepreneurial success.