TL;DR: your $d$ is the sum $\alpha$ of the exponents of the primes in the decomposition of $a$.
Elementary version:
If you have an increasing chain $aR \subset b_1R \subset b_2R \subset \ldots \subset b_dR$, then let $a=b_0$, then $b_{i+1}|b_i$ for all $0 < i < d$, and $b_i$ doesn’t divide $b_{i+1}$. So $a=\prod_{0 \leq i < d}{\frac{b_i}{b_{i+1}}}$ is a product of $d$ nonunits, so considering the prime decompositions, we find $d \leq \alpha$.
Conversely, we can weite $a=p_1\ldots p_{\alpha}$ for some primes, not necessarily distinct. Define, for $1 \leq i \leq \alpha$, $b_i=p_{i+1}\ldots p_{\alpha}$, then we have an increasing chain $aR \subset b_1R \subset \ldots \subset b_{\alpha}R$.
Longer/sophisticated version:
You are asking (almost by definition) for what is called the length of the $R$-module $R/aR$.
If $M$ is a $R$-module, its length is the maximal (or $\infty$ if it’s unbounded) length of an increasing chain of submodules.
When a $R$-module has finite length, it can be shown (it isn’t obvious but it’s not too hard either) that its length is the length of any increasing sequence of submodules that is maximal, that is, when there is no submodule which you can “add” to the chain.
The length can be shown to be additive (and all of the claims above hold in any commutative ring with unity, only now we start using the fact that $R$ is a PID), and the PID version of the CRT shows that $R/aR$ is isomorphic to a direct sum of finitely many $R/p_i^{k_i}R$, where $a=\prod_i{p_i^{k_i}}$ is the prime decomposition up to a unit.
We claim that each $R/p^kR$ has length $k$, for $k \geq 1$, and every prime $p$, which shows that your $d$ is the sum of the $k_i$.
Indeed, it’s easy to see that the chain $\{0\}=p^kR/p^kR \subset p^{k-1}R/p^kR \ldots \subset pR/p^kR \subset R/p^kR$ is increasing of length $k$ and contains all the submodules, so that concludes.