The Role of the Surrogate Consumer in Service Delivery

Abstract

This article considers the overlooked role of consumer surrogates in the marketing process. While it is commonly assumed that consumers are actively involved in important purchase decisions, it is proposed that in fact they often relinquish control to external surrogate services, which may collect market data, evaluate competitive alternatives, and even conduct transactions on their behalf. Some distinguishing characteristics of surrogate services are identified and discussed. Two types of consumer surrogates, interior decorators and wardrobe consultants, are highlighted as illustrations of surrogate activity, and survey data obtained from wardrobe consultants are presented regarding the perceived importance of a variety of both functional and intangible surrogate service benefits.