Customer value is recognized as being sources of competitive advantage. This study aims at developing a model of evaluating competitive customer value for better strategy planning. In this paper, a fuzzy approach is used to make up the vagueness about the linguistic terms of decision-makers on judgment and the proposed model integrated the competitive position analysis with a new fuzzy Kano classification according to the significance of satisfaction/ dissatisfaction degree. The application of the proposed model is shown by a case of public retailer in Taiwan and gives an insight into the consequent Kano categories and firm’s competitiveness for strategy planning in retailing. The proposed model can be applied as decision guidelines under which the development and productive use of strategy management.

customer value, competitive advantage, fuzzy Kano, retailing, strategy planning.