عطیه خجسته خسرو

Accountability is what people expect from organizations and it is seen as a tool to control power and get things done better

To investigate the effect of the role of organizational accountability, customer orientation and innovation strategy on marketing information system in service-oriented companies

Present study is practical and has descriptive-correlational nature.data collection tools;Survey analysis was conducted in this study

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

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.