Uncertainty and dynamism in competitive markets are forcing insurance companies to rethink their approaches to achieving sustainable competitive advantage in the insurance industry. Human capital provides the infrastructure required to create unique resources and capacity. The main purpose of this study was to design a model for the role of human capital and dynamic marketing capabilities in providing customer service using a hierarchical method. Methods: The research method used was descriptive-analytical. Data collection was performed using a standard questionnaire with a Likert scale among 30 middle managers and employees of the Parsian Insurance Company. Based on the research findings, all hypotheses were confirmed to have a high level of reliability. Finally, according to the results, it should be noted that human capital is an effective competitive advantage due to the role of market measurement capabilities, brand management capabilities and market dynamics. Generally, human capital in Parsian insurance companies plays an important role in developing marketing capabilities, and market dynamics moderate the mediation relationship between human capital and competitive advantage through market measurement capabilities.
