The paper aims at exploring how the university understands, manages and improves the quality culture related to the national and European/international principles of quality assurance, based on interviews having as subject academic staff, students and partners/employers. After a brief introduction and the presentation of the scope and methodology of the research the paper relates some issues of quality culture in the higher education to the literature, followed by a briefing presentation of the results. The main findings are discussed in correlation with the questions used with the interviews: the presence of the university in the social-economical life, the continuing improvement of the quality of teaching-learning process, the satisfaction of participation/collaboration on research projects, the students' involvement in the university governance and life and the role of quality culture system in assuring the university beneficiaries expectations. Finally, a quality culture system and some reflective views are proposed.