Richard Hull Bharat Kumar Daniel F. Lieuwen Peter F. Patel-Schneider Arnaud Sahuguet Sriram Varadarajan Avinash Vyas "Everything Personal, Not Just Business: " Improving User Experience through Rule-Based Service Customization. 149-164 http://springerlink.metapress.com/openurl.asp?genre=article&issn=0302-9743&volume=2910&spage=149 2003 conf/icsoc/2003 ICSOC db/conf/icsoc/icsoc2003.html#HullKLPSVV03