<![CDATA[In cloud environment, many functionally similar cloud services are available. But, the services differ in Quality of Service (QoS) levels, offered by them. There is a diversity in user requirements about the expected qualities of cloud services. Trust is a measure to understand whether a cloud service can adequately meet the user requirements. Consequently, trust assessment plays a significant role in selecting the suitable cloud service. This paper proposes preferences based customized trust model (PBCTM) for trust assessment of cloud services. PBCTM takes into account user requirements about the expected quality of services in the form of preferences. Accordingly, it performs customized trust assessment based on the evidences of various attributes of cloud service. PBCTM enables elastic trust computation, which is responsive to dynamically changing user preferences with time. The model facilitates dynamic trust based periodic selection of cloud services according to varying user preferences. Experimental results demonstrate that the proposed preferences based customized trust model outperforms the other model in respect of accuracy and degree of satisfaction.]]>
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