The main objective of this study was to examine the impact of service quality and customer valuernon customer satisfaction in Awash Insurance Company S.C. In order to achieve this objective,rnjudgment sampling technique was used to select four branches and respondents are selectedrnthrough stratified proportional sampling from these four branches. Descriptive analysis hadrnbeen carried out to evaluate overall service quality, corporate customersâ€™ perceived value andrncustomer satisfaction. Pearson correlation analysis was also employed to see the relationshiprnbetween service quality, customer value and customer satisfaction and regression analysis hadrnbeen carried out to test the hypotheses of the research. Sample size of 261 obtained by Yamaneâ€™srnsimplified formula of sample size determination was used in this research. The study showedrnsimilar results for service quality and customer value with respect to their relationships withrncustomer satisfaction. It was found out that service quality has significant positive relationshiprnwith customer satisfaction. Similarly, the relationship between customer value and customerrnsatisfaction is positive and significant. However, the study revealed that customer value is morernsignificant to customer satisfaction than service quality. In addition, there exists significantrnpositive relationship between service quality and customer value. The findings suggest that inrnorder to satisfy customers, organizations in this kind of service sectors need to provide qualityrnservice and enhance customersâ€™ perceived value. Since customer value contributes more torncustomer satisfaction (i.e., more than service quality), this result could be useful to managers inrninsurance organizations for making decisions as to where to invest more in order to satisfyrncustomers. This study also contributes to existing theories by confirming or adding value to thernrelationships that are involved in service quality, customer value and customer satisfaction