Research & PublicatiOns

Selected publications in insurance marketing



  • Buehler, P. & Maas, P. (2016). Kunden transformieren die Versicherungsmärkte. In: Gassmann, O. & Sutter, P. (Hrsg.). Digitale Transformation im Unternehmen gestalten. Geschäftsmodelle Erfolgsfaktoren Fallstudien Handlungsanweisungen. München: Hanser Verlag.
  • Buehler, P & Maas, P. (2017). Transformation von Geschäftsmodellen in einer digitalisierten Welt. In: Bruhn, M. & Hadwich, K. (Hrsg.). Dienstleistungen 4.0. Forum Dienstleistungsmanagement. Wiesbaden: Gabler.


Industry Studies

  • Bieck, C., Maas, P., Tijoe, L.-H. (2018). Data: Gold or Kryptonite?. St. Gallen, Institute of Insurance Economics.
  • Maas, P., Barwitz, N., Block, D., Nützenadel, C. (2016). Denken Sie noch in Kanälen oder erreichen Sie Ihre Kunden schon? Die Customer Journey in einer multioptionalen Welt. St. Gallen & Zurich, Institute for Insurance Economics & Synpulse Schweiz AG
  • Buehler, P., Eling, M., Maas, P., Milanova, V. (2016). The consumer’s view of consumer protection: an empirical study of the Swiss insurance market. St.Gallen, Insitute of Insurance Economics.
  • Maas P., Cachelin J.L. & Bühler P. (2015). Megatrends 2050, Alltagswelten, Zukunftsmärkte. St.Gallen: Institut für Versicherungswirtschaft (I.VW-HSG).
  • Maas, P. & Bühler, P. (2015). Industrialization of the insurance industry in a digital world, St.Gallen: Insitute of Insurance Economics.


Journal Publications

  • Barwitz, N. & Maas, P. (2018). Understanding the Omnichannel Customer Journey: Determinants of Interaction Choice. Journal of Interactive Marketing, 43, 116-133.
  • Bühler, P., & Maas, P. (2018). Consumer Empowerment in Insurance: Effects on Performance Risk Perceptions in  Decision Making. International Journal of Bank Marketing, 36, 1073-1097.
  • Steiner, P. H., & Maas, P. (2018). When Customers are Willing to Disclose Inforamtion in the Insurance Industry: A Multi-Group Analysis Comparing Ten Countries. International Journal of Bank Marketing, 36, 1015-1033.
  • Maas, P., & Rüfenacht, M. (2018). Creating Customer Value in Insurance Markets - Research Perspectives and Managerial Relevance. International Journal of Bank Marketing, 36, 1010-1014.
  • Milanova, V., & Maas, P. (2018). Sharing Intangibles: Uncovering Individual Motives for Engagement in a Sharing Service Setting. Journal of Business Research, 75, 159-171.
  • Dalla Pozza, I., Heitz-Spahn, S. and Texier, L. (2017), "Generation Y multichannel behaviour for complex services: the need for human contact embodied through a distance relationship", Journal of Strategic Marketing 25(3), 226-239
  • Dalla Pozza, I and Texier, L. (2017), "Augmenter la profitabilité d’entreprise à travers l’implémentation de la CLV en assurance", Banque et Stratégie, N. 358, Mai 2017
  • Lass, D., Schmeiser, H. & Wagner, J. (2016). Empiricial Findings on Motor Insurance Pricing in Germany, Austria, and Switzerland, in: The Geneva Papers on Risk and Insurance – Issues and Practice, 41(3), 398-431
  • Dalla Pozza, I, Texier, L. et al., (2016), "La gestion des réclamations via les réseaux sociaux : un outil au service de la relation client", Banque et Stratégie, Mai 2016
  • Maas, P., Schmid, K. P., & Steiner, P. H. (2016). Social Data – Wie wertvolles Kundenwissen aus den Social Media die CRM Systeme der Assekuranz bereichern kann. Marketing Review St.Gallen, 33 (2), 42-53.
  • Ruefenacht, M., Schlager, T., Maas, P. and Puustinen, P. (2015). Drivers of long-term savings behavior from the consumers' perspective. International Journal of Bank Marketing, 33 (7), pp. 922-943

  • Dalla Pozza, I. and Texier, L. (2015), "Marier Actuariat et Marketing", Banque et Stratégie, N. 336, May 2015
  • Dalla Pozza, I. and Texier L. (2014), "Le parcours client est devenu de plus en plus multicanal", (Customer path is becoming multichannel), NewsAssurancePro, December 2014.
  • Dalla Pozza I. (2014), "Multichannel Management gets Social", European Journal of Marketing, Vol. 48 Iss: 7/8, pp.1274 - 1295
  • Dalla Pozza, I. and Texier, L. (2014), “Managing multichannel strategies in the service sector: the example of the French insurance industry”, Journal of Applied Business Research, May/June , Vol. 30, Number 3, pp. 863-867

  • Dalla Pozza, I. (2014), "Customer experiences as drivers of Customer Satisfaction", Gestion 2000, May-June 2014
  • Lorson, J. & Wagner, J. Sales Efficiency in Life Insurance: The Drivers for Growth in the German Market, in: The Geneva Papers on Risk and Insurance – Issues and Practice, 39(3):493–524, 2014

  • Mau, S., Pletikosa Cvijikj, I. & Wagner, J. From Research to Purchase: An Empirical Analysis of Research-Shopping Behaviour in the Insurance Sector, in: Zeitschrift für die gesamte Versicherungswissenschaft, 104(5):573-593, 2015

  • Puustinen, P., Saarijärvi, H. & Maas, P. (2014): What is being exchanged? Framing the logic of value creation in financial services. Journal of Financial Services Marketing, 19, 1, 43-51.
  • Schlager, T. & Maas, P. (2013): Fitting International Segmentation for Emerging Markets : Conceptual Development and Empirical illustration. Journal of International Marketing, 21, 2, 39-61.
  • Schlager, T. & Maas, P. (2012): Reframing Customer Value from a Dominant Logics Perspective. Der Markt – International Journal of Marketing, 51, 2-3, 101-113.

  • Schlager, T., Maas, P., Bodderas, M. & Cachelin, J.-L. (2011): The influence of the Employer Brand on Employee Attitudes relevant for Service Branding : An Empirical Investigation. Journal of Services Marketing, 25, 7, 497-508

  • Maas, P. & Graf, A. (2008). Customer Value Analysis in Financial Services. Journal of Financial Services Marketing, 13, 2, 107-120.
  • Graf, A. & Maas, P. (2008): Customer Value from a Customer Perspective: A Comprehensive Review. Journal für Betriebswirtschaft, 58, 1, 1-20.


White Papers

  • Dalla Pozza, I. & Texier, L. (2015) « La ludification en assurance », Livre Blanc Finance et Innovation, Innovation et Transformation numérique de l’assurance, 2015.
  • Krivine, R., Dalla Pozza I., Texier, L., (2016), "La transformation des agences : nouveaux outils, nouvelles méthodes d’optimisation des ressources et la digitalisation du contact humain", Livre Blanc Finance Innovation, Transformation digitale de l’intermédiation bancaire : Fintechs & Ecosystème, Juin 2016


Working Papers

  • Buehler, P. (2017). A customer value proposition based taxonomy of new ventures in the insurance market, working paper.
  • Buehler, P. & Maas, P. (2016). The effect of enhanced consumer empowerment on consumers’ perceived risk in insurance, working paper.
  • Buehler, P. & Maas, P. (2017). Creating conditional organizational ambidexterity: An approach from a Nordic pension company, working paper.
  • Buehler, P. & Maas, P. (2017). Mental models and strategic responses of incumbents to New Venture launches insurance industry, working paper.
  • Dalla Pozza, I., Oliveira Brochado, A., Texier, L.and Najar, D. (2017), "Multichannel segmentation in the after-sales stage in the insurance industry", International Journal of Bank Marketing, forthcoming
  • Dalla Pozza, I. and Texier, L. (2017), " Vers un nouveau concept de proximité dans la relation conseiller-client: le cas de la banque et de l'assurance", Gestion 2000, forthcoming
  • Mau, S., Pletikosa Cvijikj, I. & Wagner, J. Insurance Consumption and Customer Portfolio Characteristics in Multichannel Distribution: New Empirical Evidence, working paper.
  • Milanova, V. & Maas, P. (2017). The price of delegating decisions: Effects on consumer responsibility and future decisions, working paper.
  • Milanova, V. & Schreiber, F. (2017). One size does not fit all: A typology of financial consumer vulnerability, working paper.
  • Ruefenacht, M. (2017). The role of satisfaction and loyalty for insurers, working paper.
  • Ruefenacht, M., Li, Y., Zhang, Y, and Maas, P. (2016). How does power distance belief affect consumers’ responses to DIY vs. DIFY offerings? – A multi-level multi-method investigation, working paper.
  • Ruefenacht, M., Steiner, P., Schlager, T. and Maas, P. (2016). If you can’t anticipate, let them participate: how power distance affects customer loyalty and what firms can do, working paper.
  • Staudt, Y. & Wagner, J. What Customer, Policy and Distribution Characteristics Drive the Development of Insurance Customer Relationships? – A Case Study Analysis, working paper.
  • Steiner, P. H. (2017). Posters Versus Lurkers: When do Social Media Community Members Share their Experiences with Others?, working paper.
  • Steiner, P. H. & Maas, P. (2017). Design Social Media Channels to Meet the Customer Needs, working paper.
  • Steiner, P. H., Schlager, T., & Maas, P. (2017). Social Media Usage Increases the Probability of Purchasing Online, working paper.