It is noticed that the environmental changes in world market, impress the insurance companies, accepting new models for their business, as it is important to utilize the customers ideas for services, especially that the customers are affected by the environmental changes. The satisfied customers act for developing the insurance culture as, applying effective strategy, increasing the customer services and attracting the customers. In modern variable environment, it is necessary that the companies adopt themselves with variations, for continuing to survive life. Creating an appropriate structure is one of the main components and integrated features of today's societies and in the present competitive world, successful companies are those that of a step above theirs competitors. In this paper, it is tried to identificate the effective indicators in customer preferences using KANO model and finally prioritized using AHP model
