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This study introduces the three-factor theory to identify a factor structure of tranist service. It classifies service attributes into basic, perfomance,and excitement factors according to their importance to overall satisfaction with transits then identifies improvement priorities. Using a 2013 survey of Bus, Bus Rapid Transit (BRT) and Van riders in Indore, India, this study intends to draw implications for transit planning by answering following questions: What service attributes are critical for customer satisfaction with BRT, Bus and Van?What attributes should be prioritized to improve satisfaction with existing transit services in Indore? Are the answers to the two questions consistent across the three types of transit? We found that across all three types of transit, comfort while riding and safety while waiting are two common basic factors and safety while riding is a common key performance factor. Furthermore, several Van atttributes require extensive improvements while BRT need the least improvements. [ABSTRACT FROM AUTHOR]