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Consequently, electronic commerce systems following the relationship approach may benefit from Web personalization techniques in tailoring the interaction with its users according to an evolving customer model. In this context, relationship-value market segmentation becomes a central customer modeling activity. But value segmentation categories are inherently vague due to the use of imprecise linguistic categories, combined with a degree of uncertainty about customer behavior, and the difficulty inherent to estimating intangible variables. In this paper, a fuzzy approach to value segmentation is described, allowing more flexible customer segments. Fuzzy models of value estimations are represented by fuzzy triangular numbers, and two segmentation approaches, directed and discovery-oriented are briefly described. The usefulness of the approach is then illustrated through concrete personalization techniques based on those fuzzy categories.<\/jats:p>","DOI":"10.1145\/1120709.1120712","type":"journal-article","created":{"date-parts":[[2007,1,17]],"date-time":"2007-01-17T18:32:02Z","timestamp":1169058722000},"page":"1-10","update-policy":"https:\/\/doi.org\/10.1145\/crossmark-policy","source":"Crossref","is-referenced-by-count":6,"title":["On fuzziness in relationship value segmentation"],"prefix":"10.1145","volume":"4","author":[{"given":"Miguel-\u00c1ngel","family":"Sicilia","sequence":"first","affiliation":[{"name":"Computer Science Department, Carlos III University, Avda. Universidad, Legan\u00e9s, Madrid, Spain"}]},{"given":"Elena","family":"Garc\u00eda","sequence":"additional","affiliation":[{"name":"Computer Science Department, University of Alcal\u00e1, Ctra. 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