Contingency factors and organizational performance in Moroccan public universities: A qualitative study based on textual analysis with Iramuteq

In recent years, Moroccan universities have undergone significant changes, influenced by broader transformations in the country's public sector. These changes are aimed at improving effectiveness and efficiency, which has led universities to adopt a management approach. Despite the implementation of performance measurement systems to meet the new challenges, existing mechanisms mainly meet regulatory requirements, but are proving insufficient to effectively manage and develop the organizational structures and environment of Moroccan universities. This article aims to contribute to the transformation of Moroccan higher education by empirically examining the perception of contingency factors and their impact on organizational performance. More specifically, the study focuses on the perspectives of Moroccan academic institution authorizers. A rigorous methodological approach was employed, using lexicometric analysis with IRaMuTeQ to collect and analyze direct data from university establishment managers. The study shows that organizational performance depends on more than just size. Managers stress the importance of university and ministry strategy in integrating technology and improving organizational structure. These elements are essential if Moroccan universities are to meet stakeholder expectations, which are crucial if they are to achieve their objectives. Key words: Contingency factors, Organizational performance, Moroccan public universities, Qualitative study, New public management