As the eServices sector rapidly evolves, the need for Web structures that satisfy the heterogeneous needs of its users becomes more evident (Germanakos et al., 2005).

To alleviate such navigational diffi culties, researchers have to expend increasing amounts of eff ort to identify the peculiarities of each user group and design methodologies and systems that can deliver adapted and personalized Web content. Th e general concept behind all of this is called personalization. Personalization is a broad term, but we can say that all of the solutions off ering personalization features meet an abstract common goal: to provide users with what they want or need without expecting them to ask for it explicitly (Mulvenna, Anand, & Buchner, 2000).