Security Support Provider Interface (SSPI) authentication failed. The server may not be running in an account with identity ...

Security Support Provider Interface (SSPI) authentication failed. The server may not be running in an account with identity '{0}'. If the server is running in a service account (Network Service for example), specify the account's ServicePrincipalName as the identity in the EndpointAddress for the server. If the server is running in a user account, specify the account's UserPrincipalName as the identity in the EndpointAddress for the server.