The purpose of this paper is to compare the European Foundation for Quality Management (EFQM) self-assessment model in higher education institutions (HEIs) in Spain and in Jordan. Case study methodology on eight services provided by a public university in Spain and seven services provided by one public university and one private university in Jordan is used. The findings show the steps that an administrative service may follow in order to apply the questionnaire approach to conduct self-assessment in a successful manner and the difficulties, benefits and success factors in both countries by comparing the results. This paper provides lessons for decision makers and managers of other universities in developing countries, who wish to perform an exercise in self-assessment using a questionnaire approach. (Contains 3 tables.)