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This paper aims to provide a framework for studying the relationship between total quality management (TQM) and organizational performance. TQM contents as well as TQM elements are considered. So, from a contingency approach, TQM contents have to be consistent with business orientation and environmental uncertainty in order to be effective. On the other hand, the relationship between TQM elements and performance is developed from an industrial psychology perspective. Hence, TQM elements are considered to impact both behavioural and individuals’ learning processes. In the proposed model this relations are mediated by the TQM‐driven cultural change acceptance. Moreover, TQM elements impact these individual processes both directly and mediated by systems and personal factors. Hence, both TQM contents and elements have to be considered to do the right things and to do it well.