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Ensuring a high level of customer satisfaction with public transport is a key objective for transit agencies wishing to maintain and/or increase service uptake. Importance – Performance Analysis (IPA) can be used to identify gaps in the performance of public transport service attributes relative to their importance. However, this approach is often used without adequate consideration of its validity or reliability. Using a case study of bus services in Tehran, Iran, this paper contributes to the literature by improving the validity and reliability of IPA through: incorporating Exploratory Factor Analysis (EFA) to identify key components of bus service attributes, proposing a method for prioritising attributes, introducing confidence intervals around each attribute to aid in the interpretation of results, and dividing the sample using Cluster Analysis (CA) to mitigate the effects of heterogeneity on the results. The performance and …