Obtaining global certification: Analysis of ownership structures and TQM commitment in emerging markets by adapting the theory of planned behavior

Purpose The purpose of this paper is to examine predictors of obtaining global certification (ISO 9000) in an emerging market by focusing on ownership structure and total quality management (TQM) commitment. Design/methodology/approach This paper adapts the theory of planned behavior to explain organizations that obtain global certification in an emerging market (China). Using 269 service firms at different stages of ISO 9000 certification (a proxy for goal-directed behavior/excellence by organizations), the study examines the influence of ownership structures (a proxy for perceived behavioral control) and TQM commitment (a proxy for attitude toward a behavior), using a probit model. Findings The results showed that ownership structures that were state-owned enterprises, privately owned enterprises and township-village enterprises (TVEs) had a lower probability of obtaining global certification. However, TQM commitment moderates the relationship between ownership structure and obtaining ISO 9000 certification for POEs and TVEs. The study found stronger results for a subsample of organizations that intended to obtain ISO 9000 certification. Among organizations without ISO 9000 certification, we examined organizations that began the learning process for ISO 9000 and those that had not, and found differences based on competitive pressures, ownership structures, and the moderating effect of TQM commitment. Research limitations/implications Future research may consider manufacturing organizations and other countries to further validate the findings of our study. Practical implications Creating strong TQM commitment can be an effective means for POEs and TVEs to obtain ISO 9000 certification. Originality/value This study is the first to adapt the theory of planned behavior for an organization-level analysis of ISO 9000 certification, especially in the service operations setting. The study found that TQM commitment selectively moderates ownership structures in explaining the probability that an organization obtained ISO 9000 certification.