Measuring the quality of customer relationship management for the development of digital marketing strategiesin Shahr Bank

With the transition from the traditional economy and increasing competition in new dimensions, the customer has become the main pillar and the center of all organizational activities. From a competitive perspective, the survival and continuity of organizations depend on identifying and attracting new customers and maintaining existing ones. Moreover, acquiring new customers costs five times more than retaining existing ones. This means that instead of differentiating products, organizations should identify their customers and shift their focus from increasing market share to increasing customer share. According to the 20/80 rule, 20% of customers contribute to 80% of the organization's sales. This indicates the necessity of maintaining long-term profitable relationships with customers to maximize profits. This research aims to measure the quality of customer relationship management for developing digital marketing strategies at Shahr Bank. The statistical population of this study included all experts and senior managers of Shahr's Bank headquarters and stakeholders. Using Cochran's formula, 125 individuals were selected as the statistical sample. Sampling was done as a random cluster. The collected data were analyzed using SPSS software. The results of the study showed that the infrastructure variables, organizational environment, customer orientation, human resources, relationship management, service quality, management and planning, strategic management, marketing, and performance in Shahr Bank are in a desirable state. The use of up-to-date technologies and the implementation of an appropriate organizational structure for managing customer relationships were identified as reasons for this desirability.