The purpose of the study is was to determine the components of satisfaction of customers, build scale, propose model to measure of customers' satisfaction toward transport service in Nha Trang - Ho Chi Minh coach bus line. The research methodology is based on the SERVQUAL model developed by Parasuraman et al, 1988. The results show that the factors affecting satisfaction of customers in Nha Trang - Ho Chi Minh city bus line include four components: Empathy, Trust and responsiveness, Bus service, Tangible media.