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Private vehicle is still the dominant mode of transport in motorized trips carried out by citizens, in spite of being the most ineficient and pollutant of all. Improving the quality of public transport services can produce a modal shift towards this more sustainable modes of transport. In this research and using data from customer satisfaction surveys, we applied decision trees for analyzing the service quality of the metropolitan public transport of Granada (Spain), in order to define transport strategies that leads towards a higher level of quality of the service and, conse-quetly, more satified passengers. This analysis is developed for the overall sample of users, but also for segments of passengers with more homogeneous opinions about the service. The stratification is performed according to passengers' travel reason. This stratification allows to formulate more personalized guidelines of improvement and not generic ones. [ABSTRACT FROM AUTHOR]