Service quality is one of important criteria that building up brand value for service providers. It can be seen by the fact that, the higher quality of service, the better brand's image when service providers meet the basic needs of society and consumers. The research below is conducted to assess the service quality of public passenger transport service by bus in Hanoi on the basis of applying the SERVQUAL model... From that, the authors provide some recommendations to improve quality of public passenger transport service by bus.