“…Performance measurements in small business Performance in business context is referred to as the attainment of pre-set goals and objectives of a business expressed in financial, non-financial terms or both (Rashid, Ismail, Rahman, & Afthanorhan, 2018). On the other hand, performance in business is described as the capability of producing outcomes in line with the prior set targets (Salleh, et al, 2018). The commonly used measures of performance in small businesses include sales revenue, profits, changes in number of employees, gross-profit margin and customer satisfaction, and change in number of customers It is noteworthy that, there is no consensus and homogenous measure of performance, rather, the use of a specific performance measure depends on business context, type of the industry, the goals of the business owner and practices in place (Bulak & Turkyilmaz, 2014;Dar & Mishra, 2020).…”