Creating trust in self-service technology environments: The role of institutional governance structures

The use of self-service technologies has become a popular platform for the delivery of services. As this method of services delivery is gradually adopted, certain issues surrounding the implementation environment of self-service technologies are yet to be understood. One such an area is the relationship between the institutional governance frameworks and trust creation and how this relationship can be facilitated through technology. This paper presents findings from a case study into wholesale fresh produce spot markets in South Africa. The results provide a unique insight into challenges that markets as institutions face in implementing self-service technologies. A conceptual model is proposed that enhances our understanding of how self-service environments could be structured to compliment trust-forming behaviour.