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This research addresses the influences of creativity on quality management activities and business performance in service firms. Creativity of senior managers and organization is a major focal point for innovative quality management activities and high performance in nowadays. The research model suggested in this paper includes creativity of senior managers and organization, factors of quality management and business performance. Several hypotheses about relationships among them are suggested and tested empirically. The data are gathered from the firms which had award and certification recipients in quality management. We use 220 questionnaires for the final analysis. Consequently, creativity of senior managers and organization positively affects quality management factors and high business performance. Idea generation ability of organizational creativity doesn't have an impact on quality management operational factors(human resources, measurement, analysis and knowledge management, and process) but on quality management driving factors(leadership, strategic planning, and customer and market focus). Problem solving ability of organizational creativity influences both factors of quality management. These factors of quality management affect financial performance via nonfinancial performance significantly.