MODELLING THE IMPACT OF AN ISO 9001 CERTIFIED QUALITY MANAGEMENT SYSTEM ON THE COMMERCIAL PERFORMANCE OF MOROCCAN SERVICE FIRMS

In Morocco, the study of the effects of an ISO 9001 certified Quality Management System 'QMS' on service firm performance is rarely studied. At a worldwide scale, researchers have found negative, positive, and even mixed effects. It is the combination of these observations that led to this study. The objective of this paper is to provide a conceptual model measuring the impact: & BULL; Of an ISO 9001 certified QMS on commercial performance. & BULL; Management resources process and all the processes of this QMS. & BULL; Organizational performance on commercial performance. To realize this work, we used structural modelling according to the PLS approach on a sample of 55 questionnaires. Although the extent of influence is not substantial, the causal model put forth in this article has highlighted the presence of a positive correlation between some criteria of a certified QMS and commercial performance. Also, organizational performance has a positive and medium impact on commercial performance. Finally, we proved that criterion 'management resources' positively influences the QMS process.