In this study, we will research for legal services company about the customer relationship management. We select three city’s legal services company, including Beijing, Hong Kong and Taipei. The research variables are customer satisfaction, customer loyalty, brand, Guanxi and customr relationship management. In this study, we use qualitative analysis method and to interview the legal services partner to get first-hand data.
About customer’s satisfaction, customers care about the quality more than price. In most cases, the company doesn’t use customer satisfaction surveys to understand customer needs.
About customer’s loyalty, new customers majority is recommended from the old customers. If the company fail the case, there are still 70% of customers are willing to continue to cooperation.
About the Brand and Guanxi, different cities and different legal services are showing different data.
About the customer relationship management, the legal services and customer interaction are dominated by academic exchanges and good customer management will enchance the satisfaction, loyalty and increasing revenue.
Keywords: legal services, customer relationship management, customer satisfaction, customer loyalty, Brand, Guanxi.