Kasiya Kirdasinova

Digital technologies have fundamentally transformed consumer behavior, particularly among Generations Y and Z, whose consumption patterns are shaped by permanent online connectivity and social interaction. Despite extensive research on digital consumption, an integrated understanding of how digital tools and social influence can be used to manage consumer behavior across generations remains limited. This research aims to develop and empirically substantiate a conceptual approach to managing the consumer behavior of Generations Y and Z in the context of digital technologies. We used a combination of theoretical analysis, systematization of existing literature, and a quantitative survey-based research design. Empirical data were collected through a structured online questionnaire (n = 62). Descriptive and comparative analysis was applied to test a set of hypotheses examining the effects of smartphone usage, mobile applications, social influence, platform convenience, and promotional incentives on consumer behavior. The main results show that intensive smartphone use significantly increases the frequency of online purchases among both generations. Platform convenience strongly influences Generation Y’s choice of shopping channels, while social influence and online promotions play a decisive role in shaping Generation Z’s purchasing motivation. The presence of mobile shopping applications alone does not guarantee brand loyalty, indicating the need for additional engagement mechanisms. The novelty of this study lies in the integrated empirical analysis of digital, social, and generational determinants of consumer behavior. The findings contribute to consumer behavior theory by demonstrating the differentiated impact of digital management tools across generations and provide practical insights for developing targeted digital marketing strategies.

In response to increasing expectations for efficiency and quality in public administration, the modernization of medical–administrative processes in Kazakhstan’s public healthcare organizations is gaining strategic importance. This study aims to identify factors that influence managerial and economic efficiency in public healthcare institutions, with particular attention to patient and staff satisfaction as indicators of public service quality and institutional resilience. The research is based on a quantitative methodology involving two parallel surveys: one among patients who received medical care, and another among medical personnel using a continuous sample of key professional categories. This approach provides a comprehensive view of how public healthcare services are perceived by both service recipients and frontline providers. The findings indicate that patients generally rate professionalism, communication, hygiene, and the availability of basic services positively. At the same time, many respondents report dissatisfaction with the level of digitalization and access to electronic public services. Similarly, medical staff view working conditions as satisfactory but note insufficient digital tools and a need to strengthen digital competencies. These results point to the necessity of reengineering public healthcare processes, emphasizing digital transformation, improved service design, and greater alignment with user needs. The research highlights the importance of systematically integrating citizen and employee feedback into mechanisms of quality management and public service improvement. It also outlines directions for further research, particularly the development of an assessment model for digital maturity and managerial performance in public healthcare organizations. Key words: economy, quality management, reengineering, service quality, citizen satisfaction, digital transformation, managerial efficiency.

The article explores the current trends in the development of the world economy based on integration processes, emphasizing the growing interdependence of national economies under globalization. The analysis focuses on the European Union, where since the large-scale enlargement of 2004 the rapid expansion phase has given way to a period of adaptation and structural transformation. Special attention is paid to Poland, which ranks sixth among EU economies and has shown dynamic growth in the period 2000–2024. Statistical analysis of GDP, exports, and imports demonstrates that EU membership contributed to modernization of industry, diversification of trade, and improvement of the foreign trade balance, which turned positive after 2015. The study reveals that the elimination of customs barriers, harmonization of legislation, and access to EU funds became key drivers of Poland’s economic development, while integration also increased dependence on intra-European markets. The results confirm that EU member states gain the greatest benefits from integration, while the Polish case provides useful lessons for countries of Central and Eastern Europe seeking sustainable growth through regional integration.

Currently, the public administration system of Kazakhstan is undergoing profound changes, the success of which is largely based on the professional and personal qualities of civil servants. The effectiveness of reforms largely depends on the legal framework for regulating social relations in this area, which in the public administration system should affect both the interests of citizens and public structures, as well as civil servants. The status and powers of civil servants are enshrined in sectoral legislation, their activities are regulated by strategic policy documents in the field of public administration and in the areas of development of the country's economic sectors. Serving the interests of the State and society is accompanied by the voluntary acceptance of restrictions on off-duty behavior and obtaining additional income. The transformation of state approaches and the introduction of a "Listening State" policy places special demands on the ethical component of the activities of the state apparatus. The adopted Code of Ethics for Civil Servants of the Republic of Kazakhstan focuses specifically on the cultural and moral professional aspect, which is especially sensitive in the interaction of the state and society. In the article, the authors analyzed the content of the Ethical Code of Civil Servants of Kazakhstan. Based on the study of international experience in regulating ethical norms and standards among officials and civil servants, recommendations are proposed to address issues of improving the effectiveness of compliance with the Code of Ethics in government agencies of the Republic of Kazakhstan. The proposed measures relate to the substantive component of the normative act for the development of an organizational structure that could ensure its compliance. The importance of studying this issue is due to the determining importance of compliance with ethical standards in the state apparatus for the formation of a highly moral organizational culture among civil servants and ensuring the effectiveness of public administration reforms.

The article examines the current trends in the development of international integration processes. The key point in the development of the global economy is the growth of interdependence and the intensification of fierce competition among participants in the global economic system. The last decades of the existence of the European Union, which have passed since its last large-scale expansion, allow us to conclude that since 2004 the era of rapid development and unprecedented successes of European integration has ended, and a new era of its development has begun. Therefore, it seems appropriate to study the processes of market transformation, integration priorities and the results of integration adaptation of the economies of the countries of Central and Eastern Europe, for which aspirations and hopes for entering the mainstream of modern civilization are associated with the European Union. The purpose of the study is to study the issues of European integration, taking into account an analytical assessment of the economic transformations taking place in the EU countries during the pandemic period. In this regard, the authors of the article explore the economic development of Poland, which is the sixth largest in the European Union. Keywords: integration, integration process, Eurasian Union, economy, export, import.

In the current position of Kazakhstan on the world stage, food production accounts for more than 50% of the country's trade turnover, in this regard, the industry's prospects are to saturate food market and provide the population with jobs. Purpose the article shows the current state of food industry of the republic. Methods – analysis and synthesis, statistical, factorial, on the basis of which the assessment of current situation of food enterprises was made. Results – on the example of the Akmola region, indicators of the effectiveness of large, medium and small agricultural enterprises were identified. Sectoral, regional, socio-economic aspects of the development of food industry are considered. Assessing its place and role in food security, real opportunities and scientific and practical prerequisites for expanding the business environment and increasing employment are outlined. The authors point out the need for further development of the processing sector, which will provide agricultural producers with markets for their products, create conditions for employment, attract investments to the region, ensure socio-economic stability in the region, and improve the quality of life. The article presents the standards of budget subsidies for certain types of food. The importance of monitoring promising trends in food production in the country, which are currently little studied, is noted. Conclusions – agro-industrial complex of Kazakhstan is characterized by multi-vector sectoral parameters that affect the competitiveness of food products. Emphasis is placed on the relevance of organization of agro-logistic and service, wholesale and distribution centers. The solution of issues related to the supply of the population with food products in the required volumes is a priority task of state policy.

Мировые тренды измерения инновационного потенциала предприятия

The search for new economic tools, technologies, and directions for the development of banking services in the context of increased competition is caused by the presence of several problems, which are outlined in the following way. First, the developing Kazakh banking services market is very attractive for foreign financial institutions, whose entry into the financial markets of leads to an increase in market concentration, and, as a result, an increase in competitive pressure. Secondly, the recent trend of growth of the Kazakh economy and the development of its real sector led to a decrease in the profitability of speculative instruments, which traditionally served as the main source of profit for banks. Third, during the reform of the Kazakh economy, there was a significant change in the value system of consumers of banking services, a shift in emphasis from the price characteristics of the product to the service ones, which increases the importance of developing and implementing modern technologies to meet customer demand. Fourth, under the current circumstances, it is important to identify the prospects for banks to maintain strategic competitive advantages in the national financial market, despite the increased presence of foreign companies. This requires studying the country features of the formation of the banking services market, identifying the main development trends, justifying a set of technologies to improve the efficiency of working with clients in a competitive environment. As a result of the author's research, the practical aspects and significance of banking services management are substantiated, based on which the corresponding conclusions are made

The following paper explores the development of a statistically based index evaluating digitalization processes to assess the digital divide between the regions of Kazakhstan: resource-based (oil and gas) regions and regions where the service sector dominates the GRP. As a method for forming such an indicator, the authors suggest using factor analysis, which reduces the dimension of factors while maintaining the reasoning behind a significant part of the data variability. This approach is preferable because the index is formed on the basis of statistically objective estimates rather than that of subjective expert opinion. The results of the factor analysis were interpreted as the following two qualitatively different subindices that formed the final Economy and Society Digitalization Index, namely, for resource-based (oil and gas) regions: subindex of digital consumption by households and subindex of digital consumption by organizations; for service-dominated regions: subindex of digital consumption by households and organizations, and subindex of digitalization of labor management processes. The combined values of the calculated subindices allowed us to conclude that the introduction of information and communication technologies into the consumer environment is greater than into the activities of economic entities. Open innovations are revealed to create additional opportunities for obtaining new knowledge and additional tools and ideas that can lead to bridging the digital divide in the regions of Kazakhstan. The analysis of descriptive statistics of these values allowed us to draw a number of conclusions available that can be used to form regional digital policy. First, the regional population shows a fairly homogeneous high level of consumption of telecommunications services, which indicates their availability. Second, the majority of economic entities throughout the country have successfully passed the first stage of digitalization, which consists in the use of Internet technologies; although, not all of them are characterized by a trend toward the digitalization of business processes. Thirdly, for most organizations, the digital development of human capital still remains an important task. Further statistical research of regional differentiation of the values of the proposed digital development indicator will allow a deeper understanding of the reasons for the digital divide in Kazakhstan.

An ability to innovate is more commonly observed as a crucial element in obtaining a sustainable competitive advantage. Although the issue of innovational development within product companies has been an object of research, there are still questions to answer regarding how innovational management should be conducted in service organizations, especially in the context of the Republic of Kazakhstan. The main aim of this investigation is to develop the new theoretical concept of stimulation of innovative processes among service providers in the Republic of Kazakhstan. Thus, the central question in this paper asks what measures should be taken to increase the competitiveness of domestic companies offering services by virtue of managing the market of innovations taking into account the national peculiarities. The results of this study provide an important opportunity to advance the understanding of the innovation market as the unique sphere from other industries can benefit from. As the result of the investigation, the authors proposed the theoretical concept including the element of a customer, whose role of co-producer is especially important in the service sphere. Also, because of the difference in the innovational activity and economic differences among the territorial division of the country, it is more effective to grant the local innovational offices more power to set the priority directions in service innovation for each region. The current research sets a new ground for the following investigations in the area of innovation management in the service industry in Kazakhstan.