So one should use quotes like "C:\Program Files\MATLAB\R2023a\bin\matlab.exe". But that conflicts with the -nosplash -nodesktop -minimize options we want to pass. I cannot include them in the command. When putting them in the optional "[parameters]"-part, I get that the file "-nosplash" could not be found.
I just ran start dir c:\users and it did what I expected.
Looking at the help text returned by start /?, it looks like when you run start "C:\Program Files\MATLAB\R2023a\bin\matlab.exe" -nosplash, then the path to MATLAB is interpreted as the title of the window, and -nosplash as the path to the command, hence the error message you get. So the problem comes from the double quotes.
The following seems to work (enforcing an empty window title):