建設機械業信任模式之研究

建設機械是台灣營建業發展的軌跡，建設機械-挖土機產業在台灣並無製造商，需仰賴進口，以日本品牌為大宗，過去的挖土機交易模式中，客戶與代理商直接接觸機會少。近年來因為新機市場的品牌多樣性、客戶端使用習慣改變，使得客戶與代理商互動頻率逐漸提高，因此如何取得客戶青睞，並且取得品牌一席之地也成為主要關鍵，也就是說，信任在挖土機交易過程中扮演重要的角色。本研究希望透過文獻探討與個案研究，獲取影響台灣建設機械-挖土機客戶端以及代理商業務人員間信任之因素，以及建立該信任所需的資源，達成三個目的(1)利用建設機械全新挖土機之銷售市場，探討國內建設機械-挖土機客戶端以及代理商業務人員間信任關係之演進。(2)分析各階段信任關係之建立所需的能力。(3)根據個案分析結果提出對挖土機代理商最佳信任之銷售模式，以供國內挖土機相關產業代理商公司參考。本研究依據分析結果建構信任關聯性發展模型，由該模型顯示各階段之信任類型架構於上一個階段，使銷售活動得以延續，銷售活動的演進，也隨著時間順序而發展，信任類型由計算式信任(認識、評估階段)推向知識型信任(評估、購買階段)，再進階至認同型信任(購買、再購階段)，最後獲得最高的制度型信任(再購階段)。其次，本研究得知計算式信任主要存在於認識及評估階段，其影響因素為組織因素、個人因素、互動因素及產品因素，所需能力為企業流程、組織架構及技術能力；知識型信任存在於評估及購買階段，其影響因素為組織因素、個人因素、互動因素及產品因素，所需能力為企業流程、組織架構及技術能力，認同型信任存在於購買和再購階段，其影響因素為個人因素、互動因素及產品因素，所需能力為組織架構及技術能力；制度型信任僅存在於再購階段，其影響因素為互動因素，所需能力為組織架構及技術能力。本研究依據上述結論，針對挖土機業的顧客信任關係的建立及維持，提供有用的建議。

關鍵字

信任模式；挖土機；建設機械

並列摘要

Construction equipment is Taiwan’s construction industry of development track. Construction equipment --Taiwan has not excavator marker, it depends on import especially Japanese brands. In the past, the business mode is client can’t contact with agent directly. In recent years saw the emergence of many new nations. The variety of brands is in the new machine market. Client and agent have good relationship. So how to get client’s favor and client trust brand become the important point. This is to say “Trust is important for all business”. We hope to get all the influences of Taiwan’s construction industry-trust factor between excavator end user and agent’s sales person through studied documents and case studies. Therefore, we can find the solution to build trust between each other and reach three goals. 1) It is appropriate the evolution of the trust relationship between end user and agent’s sales person in the construction industry of new excavator market. 2) The analysis of capabilities required to establish trust relationship for each stage. 3) According to case study analysis of results, we provide excavator related industry agent reference about the sales model of the best trust of the excavator agent. According to analysis, we found the trust type relevance and developmental pattern. The results show every stage of trust type in previous stage, so the sales actives can be continued. The evolution of sales follows up chronological order. The trust type is from calculated mode (understanding and evaluation stage) to knowledge mode (evaluation and purchase stage) and then identity mode (purchase and repo stage). The finial mode is height trust (repo stage). Second, we studied and found the computational trust mode-based understanding and evaluation stage. The influencing factors are organizational, personal, interactive and product. The required capabilities are business processes, organization and technical capability. The knowledge mode- based evaluation and purchase stage. The influencing factors are organizational, personal, interactive and product. The required capabilities are business processes, organization and technical capability. The identity mode- based purchase and buy back stage. The influencing factors are organizational, personal, interactive and product. The required capabilities are business processes, organization and technical capability. The institution mode- based buy back stage. The influencing factor is interaction. The required capabilities are organization and technical capability. Based on the above conclusions, we provided useful suggestions for customer trust relationship and customer maintenance in excavator industry.