Abstarct: Nowadays, recognizing satisfied customers and classifying customers baxsed on satisfaction in delivering products and services plays a decisive role in market development, increasing sales and productivity, and promoting the transcendental goals of organizations. Making the right decisions about activities in different parts of the market, taking into account customer satisfaction and loyalty, will simply help to predict the organization's future work. Therefore, the efforts of researchers and researchers is to provide different methods and solutions for classifying customers and maintaining satisfied customers. Managers consider multiple criteria when they classify customers, determinine the acceptability of these criteria for customers .This will provide an accurate prediction of the market share of the companies in business activities. innovations of this research are the application of the proposed similarity approach in the classification of customers with regard to SERVQUAL criteria, which was baxsed on the perception and expectation of clients of the services provided by the insurance organization. Collecting and applying customer opinions in 5 different metropolitan areas of Tehran has played a decisive role in the results of this research.