The effect of relationship management with social customers on brand loyalty and empowering the organization's performance through artificial intelligence technology

This research is an attempt to investigate the impact of relationship management with social customers on brand loyalty and empowering the organization's performance through artificial intelligence. The current research is applied in terms of purpose and terms of descriptive correlation research method based on structural equations. The statistical population of this research is the managers and senior experts of the Mehr Bank of Iran, whose volume is 400 people. Cochran's method has been used for estimation, the sample size has reached 196, and the sampling method is a cluster method. A questionnaire has been used to collect data, and its face validity has been verified by experts' opinions and construct validity by confirmatory factor analysis. Cronbach's test was used to check the validity and reliability of the questionnaire, which shows a value of 0.78, so the questionnaire has good reliability. The results of the survey first showed the knowledge of the situation and demographic characteristics of the respondents by using descriptive statistics and then confirmed the research model with the help of a confirmatory factor analysis test and investigated the relationships between the existing variables using AMOS software. was paid The assumptions of this research include the impact of social customer relationship management on brand loyalty through artificial intelligence, customer relationship management on empowering the organization's performance through artificial intelligence, and the results are the confirmation of all research hypotheses.