SummaryThe purpose of this study was to determine the relationship between bus service satisfaction and the transport mode of choice among university students in Qatar. The degree of bus service satisfaction was collected directly from questionnaire surveys, in which university students were asked questions in relation to their satisfaction with the bus service they used and their transport mode of choice. These questions were categorized into three factors according to confirmatory factor analysis: service at bus stops, service of busses, and service of drivers. Furthermore, the students were asked which mode of transport they used given the choice between public and private transport. This study presents a structural equation model to determine how much bus service satisfaction affects people's decisions about their transport mode. The results from the analysis showed that three key factors—namely, service at bus stops, service of busses, and service of bus drivers—were strongly correlated to the mode of choice. In particular, the bus stop was strongly associated with ease of use, shade, cleanliness, safety, and crowdedness level, while the bus itself influenced reliability, travel time, and frequency. Complying with traffic laws and the driver's attitude were also important contributors to the level of bus service satisfaction. Ultimately, this study will be beneficial for policy/decision‐makers. It will allow them to determine what needs to be accomplished to encourage people to use public transportation. Copyright © 2016 John Wiley & Sons, Ltd.