Title: Convergence of quality and productivity in start-up enterprises: analysis of divergent value perspectives

Authors: Rajagopal; Ananya Rajagopal

Addresses: EGADE Business School, Tecnologico de Monterrey, Mexico City, Mexico ' Business and Economics Department, Universidad Anáhuac México, Mexico City, Mexico

Abstract: This study analyses the impact of customer segmentation, customer acquisition and retention, and customer behaviour on the organisational growth and performance of the start-up enterprises (SUEs) in Mexico. SUEs tend to gain more market share by implementing customer-centric approach through various cognitive variables. These variables include customer acquisition, brand promotion, referrals, brand loyalty, purchase intention, self-perception (me-too-feeling), product referrals, and repeat buying behaviour. Information gathered from 308 respondents was admitted to the data analysis process. In all, information from 88% of respondents was considered for data analysis. This study reveals that most SUEs focus on customer-centric market segments within niche (minimum viable segments) to increase marketing efficiency by generating pre-emptive consumer behaviour. The performance of an SUE is determined by customer acquisition approaches, target segmentation, consumer confidence, product referrals, and purchase intentions towards innovative products.

Keywords: entrepreneurial productivity; quality constructs; customer-centric approach; customer segmentation; customer buying behaviour; value co-creation; start-up enterprises; SUEs.

DOI: 10.1504/IJPQM.2023.133418

International Journal of Productivity and Quality Management, 2023 Vol.40 No.1, pp.55 - 79

Received: 16 Aug 2021
Accepted: 05 Nov 2021
Published online: 15 Sep 2023 *

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