Evolving Steps of Quality Culture in Universities: Outline from European University Association's (EUA) Institutional Evaluation Reports

Quality expectations bring many political and practical changes in universities. Some staff can see such a changing atmosphere as a danger for their work routines and prefer to refuse this renew quality approach in their university. However, it is critical ensuring the active participation of each staff to achieve better quality standards in university services. Then, to motivate all staff for quality development works, university managers need to evolve the quality culture in their institutions. Therefore, this research aims to explore the evolving steps of quality culture in universities. The research was designed as a qualitative inquiry, following multiple-case study pattern. The qualitative data were collected from the institutional evaluation reports published by European University Association (EUA). The multiple cases come from 14 universities in eight countries (including one initial and one follow-up reports per university, total 28 institutional evaluation reports). The dataset was analysed using content analysis approach, as follows: coding relevant sections in the reports; categorisation of various codes; integration of emerging themes. The analysis revealed that top administration first set up quality strategies and then generally delegate the policy development responsibility to the dedicated committee in their university. As the next steps, this committee plan necessary actions and steer institutional practices to develop quality in their services, including teaching, research, and engagement activities. However, three steps seem crucial to constitute a strong quality culture in universities: i) design quality development as an institutional project, ii) establish quality management system to minimise bureaucratic burden, and iii) recognise staff's achievements (whether small or exceptional) contributing to the quality standards and timely award these achievements as motivating examples for all staff to take a part in quality development.