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No. 12 (2025)
Marketing

Articles

THE ROLE OF CRM SYSTEMS IN THE USE OF DIGITAL MARKETING STRATEGIES IN COMMERCIAL BANKS

Published 2025-12-25

Authors
Xayitaliyev Nazirjon Yunusaliyevich a , “Davlat belgisi” MCHJda yetakchi auditori b
Affiliations
a N/A
b Researcher
PDF (Uzbek) Google Scholar Google Scholar

Abstract

This study analyzes the critical role of Customer Relationship Management (CRM) systems in implementing digital marketing strategies in commercial banks . The importance of CRM systems in improving banking service efficiency , strengthening customer loyalty , and ensuring competitiveness is examined . Methodologically , the study applies secondary data analysis and a systematic review of industry reports . Practical recommendations are proposed for the implementation of CRM systems in Uzbekistanʼs banking sector .

Keywords

CRM systems, digital marketing, commercial banks, customer loyalty, digital transformation, banking services

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