Might try playing around with an
spl calculator to see how the relationship of your speakers' sensitivity, your distance from the speakers and amp power work together.
As far as the experience with using the reference volume scale, did you calibrate the avr? 0 (reference level) should be quite loud, average of 85dB and allowance for 20dB peaks (and relates mostly to movies recorded to such a standard, music not so much). Your speakers may also be a limiting factor rather than amplification.