Purpose: This paper investigated the influence of electronic customer relationship management on customer satisfaction and loyalty. Also, investigated the mediating role of digitization on the association between electronic customer relationship management on customer satisfaction and loyalty.

Methodology: The sample of the study is drawn by using a simple random sampling method. There are 431 respondents observed in this research. Both primary data and secondary data are used to determine the electronic customer relationship management in the Banking sector in Tamil Nadu.

Findings: The results reveal that digitalized customer relationship management towards satisfaction and loyalty of the customers are significant statistically. Digitalization has a positive mediating effect on the relationship.