This article highlights the importance of the organizational image and reputation in the online environment, examining their influence and interactive effects on organizational success. An important aspect is the analysis of the measures interpreted by the managers of the companies for the development and maintenance of an image and reputation at a high level for the entire period of the company's activation in the online environment but also outside it. This article will serve as an entry and will also be of interest to leaders who lead an economic entity. The purpose of this work is to demonstrate the essence of a portrait that comprises a set of impressions and attitudes that people have towards organization, from buying and consumption experiences. The study highlighted the fact that in the period of advanced technologies, when some organizations also manifest themselves in the online environment, their image and reputation depends on consumer reviews. The results of this article present a significant challenge for business managers to identify information that contributes to the reputation and image formation process and to use it effectively in their customer retention strategy.