Consumers assess the company is not only based on functional quality alone, but also based on psychological attributes are reflected by the company. Nguyen and Leblanc explained that there are two basic components of the company's image, namely the functional and emotional, in which functional components associated with attributes that can be easily measured, whereas the emotional component associated with psychological dimension, namely the feelings and attitudes of consumers towards the company, which is based on consumer experience when interacting with companies and attribute information that describes the company's image. In other words, the image is formed based on the experiences of consumers to the company product or service, which later can be taken into consideration for a decision.
Good experience from the consumer for the use of products will produce a good perception of the company's image, and at the moment will form what is called a corporate image. Normann in Kandampully stated that the factors forming the image of the company are:
1. Advertising
2. Public relations
3. Physical image
4. Word of mouth
5. Actual experiences of consumers in the use of goods or services.
Among these, which is considered the most important is number five which consumers are satisfy with the actual experience in the use of goods or services.
