Quality assurance (QA) is considered a critical component in higher education institutions (HEIs) and their academic programmes in the twenty-first century. Despite significant investments to enhance QA in HEIs, contemporary research suggests that QA systems may not always meet the expectations of HEI stakeholders. The literature review suggests that differing interpretations of 'quality' in HE can impact the progress of QA and related issues. This study, therefore, aims to empirically investigate the reality of QA in HEIs, specifically how it is perceived and implemented in these institutions. Additionally, it seeks to identify challenges impacting the success of QA and propose practical solutions that may improve QA systems in HEIs. Applying a qualitative ethnographic approach, this research includes in-depth interviews with 53 participants, both participant and non-participant observations, and document analyses at three universities (two public and one private), as well as related QA agencies. The findings of this study offer a range of theoretical and practical insights. Most notably, they contribute to the existing literature on QA and HEIs by providing detailed evidence of the contentious aspects of QA and their implications, particularly regarding the understanding and implications of QA in HEIs from the perspective of relevant participants. Furthermore, the study provides QA policymakers (both external and internal), staff, and general members of HEIs with various challenges and practical solutions for enhancing awareness and engagement with QA issues. Finally, the conclusion and implications section outlines key areas for future research in different contexts of the world.