“Quality” is a debated concept among the design and construction personnel in construction industry due to its subjective nature, so identifying an objective quality definition on common ground is necessary. Therefore, this study identified the prevailing quality concepts between these two stakeholders of a construction project and the structuring of their quality image. For this task, a literature survey and open interviews were used as the research method. The results show that the most common quality definition is ‘as per the specifications and drawings’; quality perception depends on the occupation, education, experience and organizational culture; and the complexity and clarity increase with more exposure in these affecting factors. The quality image is built in a web like structure within the pool of cultural levels. Experience was the most affecting cultural element while education and organizational cultures being the secondary. Therefore, a highest concern in the preparation of project documents, specifically the specifications and drawings by consultants and implementing them at site as specified, is necessary because they specify the required level of quality considering every aspect of a construction project. At the same time, the incorporation of quality aspect into education through educational policies and the strengthening the standards, rules and regulations by regulatory and standard institutes as a nation is necessary. Seminars, courses, continuous professional developments, building strong relationships in project teams and motivating them, making quality policies into organizational strategies by individual organizational are recommended.