The overall aim of this project is to design and implement an online restaurant reservation system that would enable diners
order food and also reserve tables at restaurants to optimize food ordering and table reservation. A cross-sectional research and
quantitative approach was adopted for the study. A non-random quota sampling technique was used to select a sample size of 20 staff
members. Questionnaires were adopted to collect data from the staff. Data was descriptively analyzed. Findings from the study revealed
that Customer Relationship Marketing strategy in Best Point Savings and Loans Limited to create and retain profitable customers. A
successful implementation of Relationship Marketing by winning confidence and loyalty of customers, developing customer-centric
processes, customer information and knowledge generation capabilities, and selecting and implementing technology solutions using
employee empowerment. The various ways in which Best Point Savings and Loans Limited implement Customer Relationship Marketing
strategies include; Service quality, Price perception, Customer profitability (Add-on Selling), Brand Image, Customer Equity,
Customizing the Relationship, Service Augmentation, and Internal Marketing. The benefits of Customer Relationship Marketing as a
competitive tool at Best Point Savings included; develop and strengthens customer trust. Customer Relationship Marketing as a
competitive tool can be related to the 4Ps. Generally, CRM allows businesses to develop long-term relationships with established and
new customers while helping restructure corporate performance.
Published In:IJCSN Journal Volume 7, Issue 4
Date of Publication : August 2018
Pages : 254-262
Tables : --
Acheampong Samuel :
Department of Computer Science
Nanjing University of Post and Telecommunication
Customer Relationship Marketing, Competitive Tool
This chapter highlighted the problems I encountered,
achievements and challenges I faced and also provided
recommendations for others who will like to work on a
similar project. I also talked about changes I will like to
make to the system in the future.
 Cupps, Bryan, and Tim Glass. "Internet online order
method and apparatus." U.S. Patent No. 5,991,739.
23 Nov. 1999.
 Scifo, Danilo, et al. "Online food ordering system
and method." U.S. Patent Application No.
 Kimes, Sheryl E. "The current state of
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industry." Cornell Hospitality Report
11.17 (2011): p6-18.
 Hong, Jin, and Qihong Nicki Zhang. "Open
Mobile Online Reservation and Ordering
Systems." U.S. Patent Application No.
 Jesse James Garrett's The Elements of User
Experience: User-Centered Design for the Web
and Beyond (2nd Ed0ition).
 Peter Morville and Louis Rosenfeld's Information
Architecture for the World Wide Web:
 Designing Large-Scale Web Sites
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