台灣法律事務所之服務品質策略探討－以E事務所為例

Abstract

近年來台灣的法律專業服務產業競爭日益激烈，法律事務所除了需仰賴執業律師紮實的專業素養外，經營穩定可靠、讓顧客滿意的高品質法律服務，更是促成差異化與競爭優勢的關鍵。 本研究以E事務所為例，透過深度訪談，探討顧客在選擇法律服務委託管道之決策因子，以及知覺個案事務所服務品質、滿意度、與口碑傳播意願。 研究結果顯示顧客對於法律服務品質各面向（包含保證性、可靠性、同理性、回應性、有形性）的重視，而事務所明確的價值主張也有助於提升顧客服務品質及滿意度的感受，使其更願意進行正向口碑傳播。本研究除了深入探討法律專業服務議題，亦提供企業優化服務品質的策略性建議。

With fierce competition in the legal service industry, law firms have strived to provide superior services in order to differentiate and achieve competitive advantage. To assess good service strategies for firms in the legal service sector, this research conducts in-depth interviews to investigate customers’ adoption factors of legal services, as well as evaluating their perceptions of service quality, satisfaction, and willingness to spread word-of-mouth. The results indicate the importance of customer-perceived service quality in legal services (including reliability, responsiveness, assurance, empathy, and tangibles). Furthermore, this research also discovers that a clear value proposition is a key factor to increase customers’ perceptions of service quality, satisfaction, and their willingness to spread positive word-of-mouth. Implications, limitations and future research directions are then discussed.