Business Sustainability and Customer Satisfaction Measurement in Mexican MSMEs

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Published: 2026-09-24
Keywords:
Business sustainability, customer satisfaction, MSMEs, corporate social responsibility, business management, Mexico

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Blanca Estela Hernández Bonilla
Autonomous University of Mexico State image/svg+xml
Verónica Ramírez Cortés
Autonomous University of Mexico State image/svg+xml
Sendy Janet Sandoval Trujillo
Autonomous University of Mexico State image/svg+xml
Teresa Alzás García
University of Extremadura image/svg+xml

Abstract

This study analyzes the relationship between the implementation of business sustainability practices and the degree of formalization of customer satisfaction measurement mechanisms in Mexican micro, small and medium-sized enterprises (MSMEs). Using a quantitative approach, a questionnaire was administered to 61 firms, including indicators of business sustainability, customer satisfaction measurement, and structural variables such as economic sector and firm size. Data analysis was based on descriptive statistics, relational frequency analysis, and non-parametric Kruskal–Wallis tests. The results reveal a widespread declared adoption of sustainability practices, concentrated in high-frequency implementation categories, while customer satisfaction measurement shows different levels of systematization. No statistically significant differences were found according to economic sector. Overall, the findings suggest that business sustainability functions as a broadly shared normative framework, whereas customer satisfaction measurement represents a key domain of managerial professionalization in MSMEs.

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Author Biographies

Blanca Estela Hernández Bonilla, Autonomous University of Mexico State

PhD in Administrative Sciences, Full-Time Professor (PTC) at the Autonomous University of the State of Mexico. Member of the National System of Researchers, leader of the academic body “Accounting and Financial Administration,” and member of the International Network of Studies in Organizations, actively participating in research projects, evaluations, and academic events.

   

Verónica Ramírez Cortés, Autonomous University of Mexico State

Economist with a Master’s degree in Regional Economics and a PhD in Educational Research. Full-Time Professor (PTC) at the Autonomous University of the State of Mexico, member of the National System of Researchers, co-leader of the academic body “Accounting and Financial Administration,” and member of the International Network of Studies in Organizations.

Sendy Janet Sandoval Trujillo, Autonomous University of Mexico State

Public Accountant with a Master’s degree in Taxation and a PhD in Technology and Innovation in Education. Full-Time Professor (PTC) at the Autonomous University of the State of Mexico, member of the National System of Researchers, and member of the academic body “Accounting and Financial Administration” and the International Network of Studies in Organizations.

Teresa Alzás García, University of Extremadura

Contracted PhD Professor in the area of Sociology at the University of Extremadura. Member of the research group “Transformative Education for a Global and Digital Society” (Edutransforma-T) and of the International Network of Studies in Organizations. Her research line focuses on research techniques and methodologies.

How to Cite

Business Sustainability and Customer Satisfaction Measurement in Mexican MSMEs. (2026). Revista del Centro de Investigación de la Universidad La Salle. https://revistasinvestigacion.lasalle.mx/index.php/recein/article/view/4896

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