The Effect of Quality Assurance on University Performance Through Quality Culture: Evidence from Accredited Iraqi Universities

While quality assurance systems are widely implemented in higher education institutions, the internal dynamics through which these systems contribute to institutional outcomes remain under research, particularly the role of quality culture as a facilitating mechanism that has received little attention in regional contexts. Therefore, this study aims to examine the effect of quality assurance on university performance through quality culture in accredited Iraqi universities. The study implemented a quantitative research method and data were collected from 259 faculty and administrative staff using a structured questionnaire. A partial least squares structural equation model was applied to test the hypothesized relationships in the proposed conceptual model. The results showed that quality assurance significantly influences both quality culture and university performance. Additionally, quality culture was found to mediate the relationship between quality assurance and university performance, supporting the view that cultural congruence enhances the effectiveness of structural quality mechanisms. The findings contribute to theory by integrating the cultural and procedural dimensions of quality management into a unified analytical framework. In practical terms, the study emphasizes the need to integrate formal quality assurance practices into a supportive organizational culture to ensure sustainable performance outcomes. These insights are valuable for university leaders and policymakers seeking to improve educational quality through comprehensive and integrated approaches.