Jakarta’s massive economic growth has led to rapid urbanization. The urbanization and population growth, incommensurate with the infrastructure development, has caused transportation problems. This has triggered the government to establish sustainable transportation policies by adopting mass public transportation as a tool to attract people to use mass public transportation and reducing private vehicle users. Several modes of mass public transportations have been introduced by Jakarta government such as bus and train services, but the number of public transport users is still low. One of the causes of the small number of public transport users in Greater Jakarta is the low quality of transportation services compared to other modes. Therefore, the government introduces Mass Rapid Transit System (MRT) as a new mode of public transportation, the first underground rail system in Indonesia. Considered as a new public transportation mode, the provider needs to evaluate the quality service offered to persuade people to use it and to retain them. This study aims to assess the importance dimension of service quality and customer satisfaction on MRT passengers’ behavior intention using partial least square structural equation models (PLS-SEM). This paper will explore the impact of several factors on passenger behavior intention towards public transport services. A comprehensive investigation of the factors regarding the relationship between Mass Rapid Transit (MRT) service quality and corporate image on customer satisfaction and behavior intention of transportation public user is a contribution that will be made through this research. We introduce the development of PLS-SEM analysis into an important performance matrix as the basis for formulating a service quality strategy by mass rapid transit public transport operators through the House of Quality method.