BAYHOST SERVICE DEVELOPMENT COURSE THE GOLF 123 COMPANY LIMITED

Abstract

This study aimed to examine and analyze the importance of the roles of employees in the Bayhost position and design a service-development curriculum for Bayhost frontline staff in the Food and Beverage Department of The Golf 123 Company Limited. A qualitative design was employed, guided by the Analysis and Design phases of the ADDIE model. Data were collected through focus groups with nine key informants: a middle manager, an operations manager, an food and beverage manager, one assistant HR manager, and five Bay Hosts with consistently positive customer commendations. Results from the analysis phase were subsequently used to develop the curriculum framework.

The results revealed that; 1) The curriculum is structured around two core strands that is 1) professional presence for first-impression excellence, and 2) sustained engagement for relationship building. 2) A learning strategy combining role play with case studies was found appropriate for strengthening Bayhost’s communication and service competencies. Practice in realistic simulated scenarios such as initiating conversations, using open-ended questions, introducing activities and menu items and handling concerns encouraged more confident communication, broadened context-appropriate conversational choices, and enabled immediate, actionable feedback. These processes supported effective transfer of learning to the workplace, improved the quality of customer interactions, and increased continuity of the service experience. 3) Measurement and evaluation of learning outcomes were conducted using a training satisfaction questionnaire, a post-training behavioral assessment with a pass criterion of greater than 80 percent, and a one-month post-training behavioral assessment with the same pass criterion. Content validity was examined by three experts. The Index of Item–Objective Congruence ranged from 0.67 to 1.00, indicating that the experts judged the curriculum content to be congruent with the research objectives and suitable for implementation.