This paper discusses the adoption of managerial innovation in the public administration from institutional perspective. There is a presupposition that the possibilities of success of the managerial innovations in the public sphere are limited if they are not supported by the main ones interested: the citizens-users of the public services. However, this support depends on the citizenship understanding and of the citizens' rights, being considered that, to demand quality services, it is necessary to recognize while citizen bearer of such rights. The studied managerial innovation is the Program of Total Quality implanted in the public sphere. Initially, the objectives are discussed, values, definitions that permeate this innovation, its applicability to the public services and the historical evolution of the citizenship concept. Later, results of empiric study are analyzed accomplished in two different periods of the municipal government's administration (1993-96 and 1997-2000), with 4.805 users of public services which was developed the Program. The results indicate that the implantation of the managerial innovation contributed to enlarge the users' understanding on citizenship, however it didn't modify the understanding on the citizens' rights in Brazil.