E-service adaptation using fuzzy cognitive maps

An e-service is an activity or series of activities that take place during the interaction between a provider and a customer through an electronic channel. Increasingly e-services are being realised using the technology of Web services. Meeting the e-service quality expectations in a Web service implementation is essential for delivering a tailored experience to customers. However it is not straightforward to attribute quality expectations for an e-service to quality of service (QoS) characteristics for its constituent Web services. This paper proposes a solution to this problem that uses fuzzy linguistic techniques to map the customer´s fuzzy expectations from the e-service to Web service QoS variables. By using this approach various quality aspects of the service can be tailored for individual customers and efficient e-service customisation can be achieved