A literature review around the establishment and management of the quality and specificities for SMEs, highlight the effective existence of different intensities of quality approaches that divide SMEs, at least, into two categories; a first group of SMEs implementing ISO 9001 by launching into a global and committed approach, called proactive quality approach, and a second group only seeking minimalist certification as end in itself called reactive quality approach, to meet the extern requirement. The lack of unanimity on the impact of these quality management models on the organizational performance of SMEs justifies that research on this topic are still valid. This research aims to find out whether and how the intensity of the quality approach she contributes to the continuous improvement of organizational performance of Moroccan SMEs. The exploratory qualitative study reveals that the adoption of different models of quality approach impacts differently the social, structural and operational dimensions of organizational performance of Moroccan SMEs.