The Effects Of Corporate Accountability , Customer-oriented And Innovativeness Strategy On Marketing Information System In Service-oriented Companies

Subject Areas : business management

Atiyeh  Khojasteh Khosro ¹ (Department of Executive Management, Research Sciences Unit, Islamic Azad University, Tehran, Iran)
Ehsaneh  Nejad Mohammad ² (Business Management Department, Research Science Unit, Islamic Azad University, Tehran, Iran)
Nosratolah  Shadnoush ³ (Department of Executive Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)

Received: 2021-09-04 Accepted : 2022-01-13 Published : 2022-09-23

Keywords: Customer Orientation, Marketing information system, Keywords: Organizational Accountability, Innovation Strategy,

Abstract :

AbstractBackground: Accountability is what people expect from organizations and it is seen as a tool to control power and get things done betterObjective: To investigate the effect of the role of organizational accountability, customer orientation and innovation strategy on marketing information system in service-oriented companies Method: Present study is practical and has descriptive-correlational nature.data collection tools;Survey analysis was conducted in this study Results: The results of hypothesis testing showed that the variables of organizational accountability, innovation in products and services of the company and customer orientation have a significant and positive effect on the variable of marketing information system Conclusion:The significant impact of organizational accountability variable makes executives take responsibility for what they do and the services they provide, ensure the quality of their work, and always seek to improve their functions, missions and work.Keywords: Organizational Accountability, Customer Orientation, Innovation Strategy, Marketing Information System .