Contrary to what some other people want to believe, in my estimation, 99%+ of organizations going for ISO 9001 implementation do so because they were either mandated, coerced, strongly advised, etc... to seek certification. So, certification becomes the end goal. That is the biggest negative contributor to the problem. Certification, not performance, becomes the final target and "measure of success".
The consulting and conformity assessment practitioners have trivialized the product, so it could be marketed more promptly and to the masses. A significant percentage of such practitioners have no idea of what business processes are and what a system comprised of processes is. In
this post, we have a very representative image:
Back to my point, if certification is the end goal and, substandard systems are awarded and maintain certification undeserving, with no involvement from top management, with no corrections to dysfunctional business processes, with no change in negative corporate culture, why would we expect top management to be involved? And, worse, in those instances where a competent third-party auditor wants to keep the organization accountable to the INTENT of the standard, but the organization doesn't, it is so easy to find another CB and/or auditor that won't be "so demanding".
If we really want ISO 9001 (and it's inexorably connected certification piece) to be
what is meant to be, many stakeholders would have to change their behaviors. Accountability would have to be exercised. And accountability is something that many people avoid, given a chance.