Marie Skłodowska-Curie Actions

Université Claude Bernard Lyon 1- Hosting offer for an MSCA-IF post-doc candidate in marketing: Who are high value consumers?

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    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:

Due to competitive intensity, insurance companies have been subject to a series of radical transformations over the last years. In the age of digitalization, the multiplication and diversification of distribution channels changes the way in which customers interact with their insurer. Today, customers acquisition and retention are two of the main concerns of insurance companies. Reinartz, Thomas and Kumar (2005) highlighted than interpersonal relationships with the seller influence positively customers’ acquisition and retention and therefore their profitability. Concerning digital media, e-mail seems to be less successful than the website company on customers’ loyalty (Verhoef et Donkers, 2005).

Do these results remain accurate today? More familiar with information and communication technologies, customers seem to have changed the way they communicate with firms. Concerning insurance industry, in each step of the contract, they are looking for different kind of information and may use one or more channels. Do the most efficient channels used during the evaluation stage are still the same in the transaction stage? The aim of the present project is to evaluate consumers’ buying behavior and loyalty according to the method of contact chosen with the company. It seems particularly interesting to study the potential interaction between contact channels, and more precisely, to test the synergistic effect of multiple contact channels on consumers’ acquisition, duration and profitability, thanks to a database from a large insurance company, which operates on the French market. We are looking for a candidate with a strong background in marketing and quantitative data analysis.

Reinartz, W., Thomas, J. and Kumar, V., 2005. Balancing Acquisition and Retention Resources to Maximize Customer Profitability. Journal of Marketing, 69, 63-79.

Verhoef, P. C., & Donkers, B. (2005). The effect of acquisition channels on customer retention and cross-buying. Journal of Interactive Marketing, 19(2), 31 - 43.

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 Caroline Bayart and Charlotte Lécuyer at LSAF, UCBL.

Caroline Bayart is an associate professor in marketing at the University of Lyon (France). She is a member of the academic research center LSAF. Her research mainly focus on survey methods, data comparability and consumer behavior modelling.

Charlotte Lécuyer is an associate professor in marketing at the University of Lyon (France). She is a member of the academic research center LSAF. Her research fields include corporate social responsibility, communication, and governance.

Application process to LSAF:

Interested candidates are invited to contact us exclusively by email at postdoc-1908@isfa.fr

Make sure that you include the reference "Post-doc 1908" 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.


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