I kept thinking about it for almost whole day, today. Miraculously and mysteriously, when one thinks about something seriously, he comes across the answer. In the evening, I was watching Japanese TV Program introducing "Professional of Fish Wholesaler", who is buying Tuna in fisherman's market and selling to Sushi restaurants in Japan.
Last November, due to weather, storms, unusual temperature, he could not buy any Tuna, which can satisfy his professional eyes, from market. His shop had not had Tuna for about a week. Tuna plays important role in Sushi in Japan year end, so customers were nervous. His loss was estimated to be $20,000. But this guy did not compromise. He was confident and determined. Despite the fact that there are so many other wholesalers who the restaurants buyers can buy Tuna from, his customer restaurant buyers did not buy from others and decided to wait.
Now I started to pay full attention to the TV program, because I wondered why this wholesaler is so confident about his professionalism and the fact that his customers did not leave him. His customer explained that his Tuna is always good and this customer knows that if he does not buy from this professional wholesaler, his Sushi taste will be different, bad, and aggravated. This buyer said that he has been helpful to keep maintain the level of their Sushi, and they are thankful to him.
This may not be full answer to my original question, "what is the nature of confidence and how to build it?". But people keep doing business with the people who are helpful. Customers do not change as long as they are thankful for doing business with us.
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