This paper presents the results of an empirical study on the contribution of ISO 9000 standards towards total quality management (TQM). The paper is a continuation of the authors' research on the ISO 9000 standards effectiveness and capability as an entry key to TQM. The literature review of the above issue revealed the need for a formal empirical study to resolve the existing debate about the standards' long-term contribution and true value to ISO 9000-certified companies. For the purposes of this study, a TQM measurement instrument was developed and tested for its reliability and validity to measure TQM performance improvement in certified companies in Greek industry. This performance improvement was then used to test the basic research hypothesis:``Can ISO 9000 standards provide a good first step towards TQM?''. The results of the study are presented in eight basic TQM categories, showing the certified companies' performance improvement in the basic elements of each category, and revealing their strengths and weaknesses on their way to TQM.

Observes that the development and use of quality assurance systems became wider with the use of ISO 9000 International Standards. The standards have become very popular and have stimulated the interest of many companies in their effort to enhance their competitive advantage. Examines ISO 9000 Standards’ contribution to Greek companies’ competitiveness, by analysing the internal and external benefits of their application, as well as the problems and difficulties that Greek companies experienced during their development. Summarizes common reasons for the possible failure of an ISO 9000 implementation and, finally, examines the ISO 9000 standards’ relation to the ultimate target of total quality management.

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This paper tests and proves empirically the dramatic effect that an organisation’s true motives towards ISO 9000 certification may have on its future effectiveness and value to the certified companies. The paper reveals the true motives behind ISO 9000 certification for 85 large Greek companies and statistically tests their relationship with: after‐ISO performance and performance improvement in eight basic TQM categories; and the overall benefits gained from certification. The paper also reveals the real quantitative and qualitative “results” that these companies had from the standards implementation, addressing one main deficiency of the standards, which is the absence of requirements related to real “results” in the organisations. Finally, factor analysis is applied in both certification motives and benefits, revealing the main factors/categories of both, and their in‐between relationship.