Nazgul Aidargaliyeva

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.

Corruption remains a systemic constraint on economic development, institutional performance, and investment activity in transition economies. For Kazakhstan, the implementation of OECD anti-corruption standards represents a critical step toward improving public governance, enhancing transparency, and reducing transaction costs. This research aims to assess the economic consequences of adopting OECD integrity frameworks and to identify institutional mechanisms through which anti-corruption reforms influence national economic indicators. The research applies a mixed-method approach combining qualitative content analysis of OECD documents and national legislation with quantitative evaluation of macroeconomic data for 2010–2024. Comparative institutional analysis and econometric modelling were used to estimate the relationship between integrity indicators, regulatory quality, and investment dynamics. The results show that stronger institutional integrity, improved regulatory quality, and digitalization of public services correlate with higher inflows of foreign direct investment, reduced transaction costs, and moderate acceleration of economic growth. Partial institutionalization of OECD recommendations is identified as a key barrier limiting the full economic impact of reforms. The research develops an institutional-economic model explaining how OECD anti-corruption standards shape economic outcomes in Kazakhstan. It introduces a refined typology of economic effects arising from integrity reforms and provides evidence on the mechanisms linking institutional quality to investment and governance performance. Key words: economy, anticorruption, institutionalism, efficiency, regulation, reforms, governance

The digitalization of healthcare is becoming a crucial factor in improving the efficiency and accessibility of medical services worldwide. In Kazakhstan, the level of digital transformation remains uneven across regions. This research focuses on the East Kazakhstan Region, aiming to evaluate the impact of digitalization on healthcare services and identify the relationship between ICT integration and key demographic indicators. The research is based on statistical data from the Bureau of National Statistics of Kazakhstan, Ministry of Healthcare reports, and international sources covering the period 2020–2024. Methods applied include comparative and statistical analysis, trend modeling, and geographical contextualization with emphasis on regional healthcare infrastructure in Ust-Kamenogorsk. The research revealed a positive correlation between the increase in ICT specialists and improvements in mortality indicators, particularly maternal mortality. Results demonstrate a twofold increase in computer literacy among healthcare employees, significant growth in internet usage for professional tasks, and progressive but uneven adoption of ICT across healthcare institutions. Despite positive dynamics, challenges persist: insufficient funding for ICT, shortage of cybersecurity specialists, and limited training opportunities. The novelty of this research lies in its regional focus: it is the first systematic analysis of healthcare digitalization in the East Kazakhstan Region. The findings extend existing theoretical frameworks by incorporating regional heterogeneity and provide practical insights for policymakers to enhance digital healthcare strategies in Kazakhstan.