Research On The Strategic Improvement Of Customer Satisfaction Of YY Law Firm

This is an era full of challenges and opportunities for the lawyer industry.The shackles binding lawyers are being opened with the improvement of legal awareness of citizens,interpreting its unlimited opportunities,so as to make the legal service market full of vitality;The lawyers have failed to establish a long-term and orderly legal service market due to the uneven distribution of regional economic development,the unfinished division of lawyers’ specialization,and the incomplete formation of a high-quality professional legal service market,which interprets the endless challenges.However,the continuous release of favorable policies in the industry brings development opportunities to the legal service industry.As a law firm established in Beijing for many years,the size of YY Law Firm has been expanding in recent years based on the capital advantages of Beijing.Meanwhile,the supply-demand relationship of the legal service industry has changed significantly in recent years,and the high-level legal service market in judicial practice can be more favored by the litigants,so that improving the customer satisfaction of YY Law Firm has become the focus of the development.Firstly,the existing relevant theoretical knowledge of SERVQUAL model,customer satisfaction relevant theory,customer relationship management and customer segmentation in this paper has been integrated.Secondly,through the general situation of YY Law Firm,legal service ability,defects of customer management system and types of litigants for explanation,the current situation of customer satisfaction of YY Law Firm is also explained.Customer satisfaction can be measured through the five dimensions of SEARVQUAL model,so as to judge the gap between customers’ expectations and actual feelings about service quality.Therefore,the customer satisfaction scale of YY Law Firm is designed through the five aspects of SERVQUAL model,focusing on the actual ideas and satisfaction of litigants during the implementation of the legal contract of YY Law Firm,whose purpose is to investigate and find the litigants’ satisfaction of YY Law Firm through the way of questionnaire,and process the collected data for drawing a conclusion.Through sorting out and analyzing the data collected from the questionnaire,the satisfaction of the parties of YY Law Firm is analyzed,and the links in several aspects of SERVQUAL model are not totally the same;This study also interviewed various litigants’ satisfaction with YY Law Firm by telephone.Combined with the relevant knowledge of statistics,the pivotal problems affecting satisfaction are obtained.Finally,the corresponding strategies to improve customer satisfaction should be found from four aspects of the tangible dimension of legal services,the dimension of customer care,the assurance and the dimension of responsiveness are determined.It is also hoped that the competitiveness of YY Law Firm can be enhanced by this study,so as to occupy a more important position in the legal market.