Purpose  The purpose of this paper is to explore possible conceptual issues between Quality Management [QM] and service logics [SL] and to propose possible research avenues in order to increase knowledge on possible implications for QM practice.

Design/methodology/approach An analytical framework based on institutional theory is established. Next, the relation between QM and SL is outlined by reviewing relevant literature. Finally, the theoretical framework is applied in a discussion on the relation between SL and QM. 

Findings  The relation between SL and QM is conceptually discussed whereby certain propositions to QM practice and theory are suggested. It is hypothesized that SL and QM somewhat differ as to their dominating systems perspective. Also differences as to business logics, views on culture and whether internal efficiency or external effectiveness should have primacy are discussed. Four possible research avenues are also proposed. 

Research limitations/implications  This is a conceptual and explorative paper without any empirical investigation to substantiate the findings.

Originality/value  This paper argues that it is dubious to assume that SL and QM have a perfect fit from the start.  Few studies problematise conceptual differences between QM and SL and this paper claims that in order to develop the performance of any organisation, these differences should be better addressed and resolved. The conceptual investigation in this paper is therefore a stepping stone for further empirical studies.