The competition intensification in the manufacturing and services areas can be seen in the worldwide. Increasing competition is quite obvious in services, in industries such as hospitality, banking, insurance, and this factor is getting more difficult to retain customers and increase their loyalty in this situation. So providing quality services is a major and future challenge of active companies in this field. In addition, in the new business environment characterized by volatility and increasing complexity, a company ability in create and keep a company's competitive advantage is hidden in its knowledge. In today's competitive world, customers are the main focus of companies and their loyalty is the main factor in gaining competitive advantage of organizations. Today, communities are increasingly moving towards being knowledge-based. Therefore, it can be said that the dynamic knowledge implementation and management for organizational performance enhancement and decision-making is essential. This research written with purpose acquaintance and focusing on service quality management and knowledge management and their interaction with customer loyalty of various insurance products. Also the current study purpose is to investigate the effect of service quality of customer on loyalty due to the role played by knowledge management and Due to intensification of competition in the insurance organization is obvious, this research has been implemented in insurance companies of Gilan province and the results showed that the proposed model of research were confirmed at the level of 99% assurance.

The competition intensification in the manufacturing and services areas can be seen in the worldwide. Increasing competition is quite obvious in services, in industries such as hospitality, banking, insurance, and this factor is getting more difficult to retain customers and increase their loyalt...