JOURNAL OF TECHNICAL AND VOCATIONAL EDUCATION (2018). VOLUME 1. PAGE 87-96 87 THE RELATIONSHIP BETWEEN BRAND PERSONALITY AND CUSTOMER SATISFACTION IN LOCAL PREMIUM COFFEE SHOP Mohamed Shuib Saiful 1 , Abdul Aziz Azdel 2 & Muhamad Saufiyudin Omar 3 1 Department of Tourism and Hospitality, Politeknik Tuanku Syed Sirajudin, Pauh Putra, 02600 Arau, Perlis. Email: saifulmohamedshuib@gmail.com 2 Faculty of Hotel & Tourism Management, Universiti Teknologi MARA, Selangor, Malaysia Email: azdel@salam.uitm.edu.my 3 Department of Tourism and Hospitality, Politeknik Tuanku Syed Sirajuddin, Pauh Putra, 02600 Arau, Perlis Email: saufiyudin@yahoo.com ABSTRACT Many studies have focuses on customer satisfaction at restaurant. However very few studies that focuses on coffee shop in Malaysia. Moreover, study on relationship between brand personality and customer satisfaction in Local Premium coffee shop in Malaysia is considering limited. Therefore, this present study aims (1) to examine the relationship between brand personality and customer satisfaction and (2) to determine which brand personality attribution that highly influence customers’ satisfaction. A quantitative study was conducted and a set of questionnaire was developed. The data was collected through surveyed and completed by 400 respondents who had experiences dined-in at the Local Premium Coffee Shops in Klang Valley, Selangor Malaysia. The findings revealed that brand personality correlate with customers’ satisfaction and ruggedness attribute is the most influence to customer satisfaction. This implies that the owners and managers need to enhance their brand personality thru sincerity, competence, sophistication and ruggedness to improve customers’ satisfaction. KEYWORDS: Brand personality; customer satisfaction; local premium coffee shop. 1. INTRODUCTION The culture of coffee drinking has increased from year to year and became focus to world coffee industry. According to the International Coffee Organization (2014), the consumption has increased over the last 50 years at the annual growth rate of 1.9% whereby in the year of 1964, the consumption was 57.9 million bags and in 2012, the consumption had increased to 142 million bags. It shows that the increasing of coffee consumption is important for the marketers in making a decision in their business. In addition, the International Coffee Organization (2014) stated that the consumption of hot drink in Asia has been dominated by tea compared to coffee. However, in the recent years, there is an increased number of consumption in the Asian countries. The dynamic growth of coffee consumption in Asia compared to South America, Africa, Central America, North America and Europe whereby