Assessing the health of customer relationship management system in Ayandeh Bank branches (west of the country) using a three-pronged pathology model

The present study seeks to diagnose complications and analyze Ayandeh Bank's customer relationship management system using a three-pronged model. Research

The present study can be discussed in terms of philosophical foundations in the paradigm of positivism, it is an applied research-survey. The statistical population of the present study consists of the employees of Ayandeh Bank (western branches of the country). The sample size was determined using IBM SPSS Sample power software version three, equal to 110 people. The data analysis method was performed using one-sample t-tests and first-order confirmatory factor analysis with SPSS and AMOS statistical software.

According to the sample t-test, the health variable of customer relationship management system and its components (structural damage, behavioral damage, contextual or environmental damage) are at the desired level and below average. Discussion and

According to the research findings, the health variable of customer relationship management system is lower than average. Also, structural damages, behavioral damages, background or environmental damages in the branches of Ayandeh Bank in the west of the country are desirable and below average, indicating that Ayandeh Bank is safe from structural damages, behavioral damages, abnormal background or environmental damages. The confirmatory factor model of this study showed that the highest to lowest importance in explaining the health of the customer relationship management system in the branches of Ayandeh Bank in the west of the country are: 1. Structural injuries 2. Behavioral injuries 3. Underlying or environmental injuries.