Marie Skłodowska-Curie Actions

Université Claude Bernard Lyon 1- Hosting offer for an MSCA-IF post-doc candidate in e-marketing: digitalization of insurance

This hosting has expired

    25/07/2019 11:00 - Europe/Athens
    H2020 / Marie Skłodowska-Curie Actions
    France, Villeurbanne
    Université Claude Bernard Lyon 1
    Actuarial Science and Finance Institute
    Laboratory of Actuarial Science and Finance

The Laboratoire de Sciences Actuarielle et Financière (LSAF) is a leading actuarial research lab in Europe and undertakes inter-disciplinary research on risks in insurance and finance. The research topics of the laboratory are always evolving to include new risks (human longevity improvements, natural hazards...), recent accounting standards (IFRS), new prudential regulation systems (Basel 4, Solvency 2) as well as new risk management practices (Enterprise Risk Management) or new business models with Big Data and Analytics in insurance. Current team research projects concern in particular the impact of modeling and data analytics on the management of insurance and financial firms, environmental risks, longevity risk management and public health, long term investments and ESG, as well as behaviours and risks.

Strongly associated to ISFA graduate school of actuarial studies, LSAF gathers 30 permanent researchers, 4 post-docs and 18 PhD students. LSAF is part of University Claude Bernard Lyon 1 (UCBL), a multidisciplinary university in the primary fields of science and health. With over 2630 professors and assistant professors and 39,000 students, leading to more than 4500 internationally published articles and 40 patents per year. The University is involved in more than 80 European Union projects.

The LSAF offers to host a MSCA Individual Fellowship candidate ("Experienced Researcher" according to the Marie Sklodowska Curie categories, typically a post-doc), submitting an application to the next MSCA-IF call for proposals (deadline september 2019), interested to work on the following research topic:

With the digital transformation on the insurance sector, this industry is facing major tasks: enhancing the customer experience, improving business processes, offering new products, and preparing for competition with other industries (Eling & Lehmann, 2018). Compare to other industries, the transformation of the insurance industry has come rather late, and it has yet to exploit the full potential of digital technologies.

Digitalization will fundamentally change the value creation of this industry, with manifold new ways of customer interaction. Smartphones/tablets with their applications replace desktop computers. People are always online as a result of mobile internet access. Apps are already used for claims reporting (e.g. Allianz) and sometimes for contract administration and customer service. Lemonade uses solely an app for its insurance products. Apps can be used for a more efficient sales process. Chatbots are also used for service queries. For example, Chatbot SPIXII takes user data for a tailored conversation to automatically sell insurance products. Chatbots will likely become a key element of direct marketing and customer relationship management in the insurance industry.

Very little research has examined the digitalization of insurance from the consumer point of view. Recently, in a qualitative study, Govanit et al. (2016) showed that external (social) factors influence attitude and behavior of consumers regarding their intention to adopt M-insurance. There are probably others external and individual variables to consider.

The objective of this research is 1) to identify individual and/or situational variables explaining the adoption of mobile apps or chatbots in the insurance sector and 2) to study the impact of digitalization on the insurance brand - customer relationship.

Eling, M. & Lehmann, M. (2018). The impact of digitalization on the insurance value chain and the onsurability of risks. The Geneva Papers on Risk & Insurance - Issues & Practice. 43, 3, 359-396.

Gowanit C. et al. (2016). Mobile claim management adoption in emerging insurance markets: An exploratory study in Thailand. International Journal of Bank Marketing, 34, 1, 110-130.

The fellowship could last for 12 to 36 months, depending on the type of Individual Fellowship.


The successful Marie-Curie Post-doctoral fellow will be supervised by Catherine Viot and Agnès Lancini.

Agnès Lancini is associate professor, UCBL, and member of the academic research center LSAF. Her research interests include interorganizational information systems, knowledge management and smart-connected product

Catherine Viot is professor at IUT Lyon1, UCBL, member of the academic research center LSAF, and in charge of the Master of Insurance Marketing at ISFA. Her research interests include consumer behavior and misbehavior, consumer innovativeness, branding, and digital marketing.

Application process to LSAF:

Interested candidates are invited to contact us exclusively by email at postdoc-1925@isfa.fr

Make sure that you include the reference "Post-doc 1925" in the title of your email. Please attach a CV, a motivation letter, your MSc marks, as well as a 1-page research proposal.

NB: Candidates will receive the support of the LSAF supervisors, as well as a professional grant application company, to prepare and submit their application with the LSAF as a host laboratory, to the next MSCA-IF call for proposals.


The responsibility for the hosting offers published on this website, including the hosting description, lies entirely with the publishing institutions. The application is handled uniquely by the employer, who is also fully responsible for the recruitment and selection processes.