When using self-service solutions to deliver services, the challenge is to retain the trust of the end user.
This is specifically the case when dealing with end users in the fresh produce market environment. This
sector has not seen the adoption of self-service technologies, specifically in southern Africa. In this
paper we propose a model to enhance our understanding of trust formation using self-service
technologies. A qualitative research approach based on a case study was followed to create the model.
This case study offers insight into how the dynamics of the product, supporting services, and the
technology shapes trust forming behavior.