Customer Satisfaction (CS) in Auto insurance market is the important factor which makes customer loyalty and retention increase. Recently On-line companies are threatening the existing Off-line companies with taking advantage of the low price through cut-offing the price by internet marketing. Therefore, the CS is becoming an indispensable survival strategy to the Off-line companies. Under these circumstances, this study finds out what the CS factors are in the auto insurance market, and produces levels of CS, customer loyalty and satisfaction Index of each category. The purpose of this study is to suggest the strategic improvement factor for elevating CS level and strategic direction for CS management by CS portfolio analysis based on the survey result.