Service quality is one of the main issues that today's world. Firms operating in the transportation sector are also trying to improve the quality of the service they provide to their passengers. It is crucial to determine the passengers' service quality perceptions and priorities to evaluate and improve the service in this context. In this study, Kocaeli's tram service users' service quality perceptions have been evaluated by applying a survey consisting of 20 questions and user satisfaction levels from different service dimensions. Later, an artificial neural network model was developed using the users' demographic data and their responses to the survey questions to mimic their service quality satisfaction. The artificial neural network model developed has been examined to understand the importance that tram users give to service quality. Using the developed the “change of score” method, how the changes to be made in the tram system will affect the quality of service and how the opinions of different user groups will be affected can be examined in detail. The artificial neural network model's prediction capability was compared with the multiple linear regression model and found superior. According to the developed Change of Score Method, the most frequent user attaches the highest importance to the service dimensions of the convenience to pay for the tram, getting his/her destination on time, and reducing environmental pollution.