Contribution by Prof Dr Sebastian Oetzel :
at the MASS 2026 in Sydney

At the Marketing Analytics Symposium Sydney (MASS) 2026, organised by the University of New South Wales, Prof. Dr Sebastian Oetzel from the Department of Business at Fulda University of Applied Sciences was represented with a joint research paper. Co-author is Dr Philip J. Rosenberger III from the University of Newcastle, Australia, who took over the presentation at the conference.

What Customers Say-When Asked and Unasked: Survey vs. Online Reviews as Drivers of Customer Satisfaction in Grocery Retail

The study compares structured customer satisfaction surveys with online assessments (e.g. Google Reviews) and examines their influence on store sales in grocery retail. Based on data from 103 shops, it is shown that both sources of information are significantly related to sales development and complement each other in their informative value. While surveys offer structured comparability, online reviews provide additional, publicly visible real-time signals.

The conference program is available at:
https://conference.unsw.edu.au/en/marketing-analytics-symposium-sydney-2026 

We are delighted about the successful cooperation with the University of Newcastle, Australia, and the international exchange at the Marketing Analytics Symposium Sydney 2026.