Client loyalty and defection in the corporate legal industry

As the legal service industry matures and becomes saturated, more traditional forms of marketing may need to be replaced by the adoption of newer relationship concepts. This article reports on a research investigation among corporate clients of UK law firms. The findings reveal that satisfaction with the service is the key factor that influences corporate clients to stay loyal to a particular law firm. The quality of legal advice, trust and honesty were also found to be important factors that drive client loyalty. Conversely, poor quality, as an outcome of the client - legal firm interaction, is perceived to be a significant contributor of client defection. Overall, the findings emphasise the need for legal firms to focus on client retention for survival and profitability.