Limiting individual transportation and increasing the share of public transportation has an important place in planning a sustainable transportation system in the urban environments of today. The most important goals for city governments include the ability to attract automobile users to public transportation. At this stage, there is a need for a public transportation system that aims to optimize the criteria of cost, safety, organization, and comfort. It is highly important to measure, assess, and improve the satisfaction of those who use public transportation for sustainable transportation. This study used an integrated quality function deployment (QFD) and multichoice goal programming approach to assess the satisfaction of people who use public transportation and to improve the transportation systems quality. The proposed approach was implemented for the tram system that is currently operational in Eskisehir in Turkey. According to the results that were obtained, with a low cost, it was seen that customer priorities could be met to a great extent as 93.1%. The results of the study are helpful for the decision makers to develop incentive policies regarding public transportation systems.