Abstract: The desire to services quality plays an important role in the service industries such as insurance services and banking, etc. as quality of service is crucial to count for the survival and profitability of the organization. Today, customer satisfaction and service quality is critical in most service industries. Given the competitive issues from observing services quality, the subject also in the insurance industry is important based on administrative reform plan which is required to provide quality services and meet customer’s demands. This study aims to assess the factors affecting the positive words of mouth in the insurance services market. The population is 409 customers from Iran insurance company, Guilan that were selected by simple random sampling. To collect data, a questionnaire was used and structural equation SEM and LISREL Software was used to analyze the data. The findings indicate a significant positive relationship between all aspects of service quality and customer satisfaction. Findings indicate that there is significant positive relationship between customer satisfaction and customer words of mouth. Therefore, we can conclude that there is significant positive relationship between the dimensions of service quality with customer satisfaction and customer words of mouth in Iran insurance company in Guilan province.