1. Service Business Strategy Tomas Falk – Spring Term 2015 Slide 1 Take Home Exam 1.Idea: Please prepare an individual written report on the article by Meuter, M.L., Bitner, M. J., Ostrom, A., and S. W. Brown (2005), “Choosing Among Alternative Service Delivery Modes: An Investigation of Customer Trial of Self-Service Technologies,” Journal of Marketing, 69 (2), 61-83. along the guiding task: The authors explore key factors that influence customers’ initial Self-Service Technology (SST) trial decision. Among a set of determinants, role clarity seems to play an important role. Please define role clarity in the context of customers’ initial SST trial decision and derive concrete managerial implications for companies how to potentially shape role clarity in order to enhance SST trial. Take Home Exam Guidelines (40 points) (1/3)

2. Service Business Strategy Tomas Falk – Spring Term 2015 Slide 2 Take Home Exam 2.Format: MS Word; font Arial 12; line spacing 1,3. Maximum of 800 words plus a separate reference list. Other appendices will not be graded. No exceptions will be made concerning the format, i.e., only content provided within the defined word count will be graded. Please clearly indicate your name and the word count on a separate front page. 3.Timeline: The article will be provided for download on March, 31st, 6.00 p.m. Follow the guiding task when preparing your statement. Hand in your statement by April 23 rd, 6.00 p.m. to sbstrategy2015@gmail.com. No exceptions will be made concerning the deadline, i.e., delayed submissions will be graded with zero points.sbstrategy2015@gmail.com Take Home Exam Guidelines (40 points) (2/3)

3. Service Business Strategy Tomas Falk – Spring Term 2015 Slide 3 Take Home Exam 4.Material: You are free to use any material for preparing your statement. References should be cited properly according to the Aalto citation standards. 5.Grading: Statements will be graded on a scale from 0 to 40 points. Take Home Exam Guidelines (40 points) (3/3)