随着我国市场经济体制的改革，我国市场经济呈现出良好的发展趋势。然而， 在市场经济繁荣发展的同时，产生了大量的商事争议，导致我国的诉讼和非诉讼 案件与日俱增，而律师事务所作为专业的法律服务中介机构应运而生。并且，随 着法律服务需求的不断增加，律师人数和律师事务所的数量也呈现出指数倍增长 趋势。然而，我国的律师行业并未形成科学的发展机制，整个行业仍然面临着规 模小、集中度差、专业性不强、综合实力弱的发展困境。盈科（佛山）律师事务 所隶属于盈科律师集团，是佛山地区规模最大、实力最强的法律服务中介机构。 但盈科（佛山）律师事务所目前面临着客户忠诚度低、客户流失率高的发展局面。 如何在日趋激烈的法律服务市场中保留现有客户，提高市场占有率已成为盈科 （佛山）律师事务所当下发展的一个难题。 客户是律师事务所最重要的资源，优质客户是律师事务所可持续发展的基 石。深挖客户价值，提高客户忠诚度是提升律师事务所盈利能力，占据市场的有 力武器。基于客户的忠诚度基础理论，运用文献资料法、问卷调查法、统计分析 法等，深入分析盈科（佛山）律师事务所的客户满意度、营销策略与客户管理现 状，指出法律服务品质的有形性、可靠性、反应性、保证性、客户关怀角度是客 户忠诚度的影响因素。通过66份有效调查问卷，对盈科（佛山）律师事务所客户 忠诚度进行了叙述性分析、效度分析、相关性分析和回归分析，得出了客户市场 走向判断不准、未准确区分客户价值、服务功能瑕疵影响客户满意度、律师事务 所品牌形象管理缺位等问题是影响盈科（佛山）律师事务所客户忠诚度的根本原 因。 故在借鉴其他国家和地区先进理念后，期望盈科（佛山）律师事务所能通过 改善客户管理、加强律师监管、完善风险控制来提高客户服务满意度；通过提升 客户价值、重视客户转换价值、提高品牌形象来保留客户，提升客户忠诚度。 关键词：盈科佛山律师事务所，客户忠诚度，提升策略II A Study on the Strategy of Improving Customer Loyalty of Yingke (Foshan) Law Firm Abstract With the reform of China's market economy system, China's market economy shows a good development trend. However, with the development of the market economy, a large number of commercial disputes arise, resulting in the increasing number of litigation and non-litigation cases in China. Moreover, with the increasing demand for legal services, the number of lawyers and the number of law firms also show an exponential growth trend. However, China's lawyer industry has not formed a scientific development mechanism, and the whole industry is still facing the development dilemma of small scale, poor concentration, weak professionalism and weak comprehensive strength. Yingke (foshan) law firm, affiliated to yingke law group, is the largest and most powerful legal service agency in foshan. However, yingke (foshan) law firm is currently facing the development situation of low customer loyalty and high customer churn rate. How to retain existing clients in the increasingly fierce legal service market and improve market share has become a difficult problem for yingke (foshan) law firm. Clients are the most important resources for law firms, and high-quality clients are the cornerstone for the sustainable development of law firms. Digging deep into customer value and improving customer loyalty is a powerful weapon to enhance the profitability of law firms and occupy the market. Based on the customer loyalty theory, using literature data method, questionnaire survey method, statistical analysis, etc., in-depth analysis of yingke (foshan) law firm customer satisfaction , marketing strategy and customer management present situation, points out that the legal service quality of tangibility, reliability, responsiveness, assurance, customer care is the influence factors of customer loyalty. By 66 valid questionnaires, the customer loyalty of yingke (foshan) law firm has carried on the descriptive analysis, validity analysis, correlation analysis and regression analysis, obtained the customer marketIII to incorrect judgment, not accurately distinguish between customer value and service function defects affect customer satisfaction, absence of law firm brand image management is the root cause of customer loyalty in yingke (foshan) law firm. In draw lessons from other countries and regions of advanced ideas, expected yingke (foshan) law firm can by improving customer management, strengthen supervision, improve risk control to improve customer service satisfaction; through ascend customer value , attaches great importance to the customer transfer value, enhance brand image to retain customers, increase customer loyalty. Key words:Yingke foshan law firm，customer loyalty，upgrade strategyIV 目 录 中文摘要......................................................................................................I Abstract....................................................................................................II 图目录......................................................................................................VII 表目录....................................................................................................VIII 第一章 前言................................................................................................1 1.1 研究背景与意义.............................................................................................1 1.1.1 研究背景.................................................................................................1 1.1.2 研究意义.................................................................................................4 1.2 研究目的与研究方法.....................................................................................5 1.2.1 研究目的.................................................................................................5 1.2.2 研究方法.................................................................................................6 1.3 研究内容与研究框架.....................................................................................6 1.3.1 研究内容.................................................................................................6 1.3.2 论文框架.................................................................................................7 第二章 客户忠诚度相关文献综述.........................................................10 2.1 客户忠诚度的界定.......................................................................................10 2.1.1 客户忠诚度的概念...............................................................................10 2.1.2 客户忠诚度的衡量...............................................................................11 2.2 服务品质与客户忠诚度...............................................................................13 2.2.1 服务品质的定义...................................................................................14 2.2.2 服务品质的重要性...............................................................................17 2.3 影响客户忠诚度的因素...............................................................................19 2.3.1 服务因素...............................................................................................20V 2.3.2 营销因素...............................................................................................21 2.3.3 客户因素...............................................................................................22 第三章 盈科（佛山）律师事务所客户管理与服务现状.....................23 3.1 盈科（佛山）律师事务所简介...................................................................23 3.2 盈科（佛山）律师事务所客户管理现状...................................................24 3.2.1 盈科（佛山）律师事务所组织架构...................................................24 3.2.2 盈科（佛山）律师事务所业务运营管理流程...................................24 3.2.3 盈科（佛山）律师事务所客户管理体系的缺陷...............................26 3.3 盈科（佛山）律师事务所客户采购法律服务现状...................................27 3.3.1 盈科（佛山）律师事务所采购一次法律服务客户分析...................28 3.3.2 盈科（佛山）律师事务所采购二次法律服务客户分析...................29 3.3.3 盈科（佛山）律师事务所采购三次及以上法律服务客户分析.......30 第四章 盈科（佛山）律师事务所客户忠诚度实证分析.........