Businesses nowadays continue their fierce competition to win market dominance and customers' trust, and one of their measures is to apply ISO 9001. The level of application, however, remains extremely low as businesses may neither completely understand the true significance of ISO quality management system nor properly identify their motivation in using ISO. A comprehensive method for them to monitor the benefits and impacts of lSO application seems to be missing as well. This paper therefore seeks to provide suggestions for them to conduct necessary research, establish appropriate motivation in the use of lSO, secure an essential understanding of lSO 9001 and its impacts.