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Purpose

The purpose of this paper is to study the EFQM model self‐assessment in a Spanish university.

Design/methodology/approach

A case study methodology is used based on five services provided by a public university in Spain.

Findings

The findings show the steps that one university can follow in order to apply this exercise in a successful manner, its benefits, its obstacles and its key factors such as management and employee commitment, and the support to self‐assessment teams (e.g. training, review).

Originality/value

The paper provides lessons for managers from other universities who wish to develop a self‐assessment exercise.

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