Shaping quality in higher education: beyond the external quality assurance to genuine internal control and quality

This article explores the relationship between quality assurance (QA) agencies, international bodies and higher education institutions (HEIs) through institutional theory, focusing on coercive, mimetic and normative isomorphism. Using the Cyprus Agency of Quality Assurance and Accreditation in Higher Education (CYQAA) as a case study, it illustrates how external pressures like compliance with European Standards and Guidelines (ESG) and best practices from leading QA agencies shape QA operations and promote continuous improvement and quality enhancement (QE) in HEIs. The article concludes that compliance and legitimacy do not necessarily equate to genuine quality. Integrating QE into QA processes marks a strategic evolution in higher education, emphasising continuous improvement, innovation and reflective practices.