Total Quality Management is a concept which any educational institution can attain through a variety of critical success factors. This concept is one of the steps necessary to maximize success in improving quality in higher education institutions. Hence, this qualitative study used a semi-structured interview, endeavors to identify and analyze some of the critical success factors which have significant impact in Moroccan public higher education institutions under the framework of Total Quality Management. As a result of in-depth semi-structured interviews with three experienced university professors in selected public universities in the economical capital city of Morocco, this study is contributing to the literature by empirically determining the critical success factors of the TQM mostly needed in the public higher education institutions. The findings of this study bring an understanding of how certain critical factors are perceived in the Moroccan public higher education context. In addition to expand the body of the current literature, the study findings also provide knowledge that can be used as a basis to address the management needs of quality in higher education institutions. In addition, this study is the first of its kind to be addressed in the Moroccan setting/North African region.