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Purpose Continuous improvement is a primary principle in total quality management. It is applied to all aspects of the organisation including products, processes, and even the management of the firm. In this context, quality management self‐assessment is a useful tool for fostering the continuous improvement of the whole company, comparing its activities and results with an excellence model. However, little is known about the variables and relationships underlying self‐assessment application. This paper tries to shed light on this topic. Design/methodology/approach The methodology is an exploratory case study. Three Spanish organisations with a broad experience in self‐assessment application are analysed. Findings A model of self‐assessment application – containing variables and relationships among variables is proposed. Thus, the establishment of a holistic or systemic self‐assessment model where all the variables linked to self‐assessment employment are analytically and explicitly interrelated becomes the fundamental contribution of the research presented here. Research limitations/implications This framework may constitute a starting point for subsequent academic research in this area. Practical implications The framework may also constitute a practical guide for managers interested in the use of self‐assessment technique. Originality/value Provides information on self‐assessment in a continuous improvement context.
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