Designing Hybrid Simulation Model Using Paradigms of Discrete Event Simulation and System Dynamics in Order to Analyze Insurance Company

According to the increasing role of competition among insurance companies in achieving greater market share, insurance companies are forced to seek methods for increasing customer satisfaction and loyalty. The insurance companies pay special attention to the provided service quality and thus the duration of service delivery plays an important role in customer perception of service quality.This study attempts to design a model for increasing customer satisfaction and its effect on the market of insurance sales by using simulation paradigms. The present study is descriptive in terms of purpose because it tests the relationship between the declared variables during the research in a particular community and in terms of method, a quantitative study based on the mathematical modeling approach with combined simulation paradigms using Anylogic software. The research findings show the designed model is matched with the real world, which means the output data is accurate and valid. After relating the Discrete Event Simulation Model by identifying the interaction points with the System Dynamics Simulation Model, the mixed scenario in increasing sales has been implemented. Considering the Discrete Event Simulation Model and System Dynamics Model are implemented interactively with each other at the beginning of the simulation model, so due to high rate of customer satisfaction, the input rate is raised by the System Dynamics Model and percentage of employee performance is increased. As the number of dissatisfied customers increases over a period of time, the input rate is reduced by the System Dynamics Model until the system is finally balanced.