Gamification approach recently has sparked interest among researchers as a new trend of increasing customer engagement (CE) in business-to-consumer (B2C) contexts. However, there is a dearth of exploratory specifically in Iran Market. This study aims to provide deeper insights into process of customer engagement by analysis of key factors in effectiveness of gamification. In order to achieve this aim, two main research phase were planned:1) detailed literature review on current studies in this scope and 2) Exploratory semi-structured interview with experts of gamification in small and medium enterprise (SMEs) in information technology (IT) industry in Iran. The synthesis of findings identified there are many game mechanics uses in designing games, which three key factors of feedback, gift and challenge have found to be more effective studies that confirm the effectiveness of gamified mechanism in process of CE, in our sample based on gamified engagement mechanism. Implication of this study may help practitioners in developing more effective gamified CE strategies.

The banking system of Kazakhstan has undergone many changes in recent years: traditional bank branches are no longer in such demand as 20 years ago. Now banks are intentionally closing branches and transferring their clients to the online format. These steps were especially justified in the context of the COVID-19 pandemic. At the same time, technology has grown: since the beginning of the emergence of point-of-sale (POS) terminals, Automated teller machines (ATM) have developed. To ensure the security of transactions, transfers are tied to an individual, and the transfers themselves have multi-factor identification. The necessity to have payment cards linked to the account is still relevant, even if the user uses applications on his mobile phone to make non-cash transfers. The purpose of this study is to identify the existence of a relationship between non-cash payments and proxy servers for non-cash banking in Kazakhstan. In this scientific study, two hypotheses (zero and alternative) were put forward and tested, of which one was later confirmed. Statistical monthly data cover the period 2004-2020, were obtained from the electronic repository of the Statistical Bulletin of the National Bank of Kazakhstan. To test the relationship of selected determinants have been used program SPSS and Microsoft Excel. Kolmogorov-Smirnov test was used for checking the normality of data distribution (revealed the normal distribution of the collected quantitative data). This made it possible to find the Pearson correlation coefficient. Further, in the course of the study, a correlation matrix was compiled. It was found the presence of a significant relationship between the amount of non-cash transfers, POS & ATM. This confirms the correct orientation of public policies towards the development of technical systems and the digitization of the economy. The results of this study are important for the banking system and policy dissemination of non-cash payments.

This article investigates the role of higher education in the economic development of the country. The research aims to investigate the theoretical and methodological basis of the role of higher education and human capital in economic growth, evaluate the current state of higher education within pandemic COVID-19, and develop scientifically and applied recommendations to strengthen capacity and improve the competitiveness of human capital in the developing countries.

An analysis of the existing researches and debates is made. We defined the state of higher education in Kazakhstan and considered the changes in education within the context of COVID-19. We made multiple correlations and regression analysis based on the education coverage index and GDP(mln KZT), where defined the moderate correlation between two variables. Statistical data is studied in a period from 2000 to 2019.

This paper contributes to the literature by fulfilling a theory of human capital development in the knowledge economy, revealing the relational mechanism between higher education, sustainable development, and the economic boundary of this relationship. It also contributes to the further understanding of the role of higher education in economic development. This study result implies to strengthen capacity and improve the competitiveness of human capital, draft human capital development policy.

The transformation of the importance of vocational education and training, the determining the development trajectories occur due to the structural changes that are under the influence of technological factor changes. Especially, digitalization, automation, robotics, the artificial intelligence, the transition to industry 4.0, the changing nature of consumer demand directly affect the restructuring of the labor market. The listed factors accelerate the development of new professions in demanded areas and the disappearance of outdated ones, they stimulate the improvement of needed skills and meet the modern requirements from employers for educationalщl programs. The purpose of research paper is to identify the new trends in the training of competitive young employees, taking into account the conditions of digitalization of economy The research methodology includes general scientific and theoretical research methods. Methods of tabular representation of data is used as statistical tool. Originality of the research is that It is relevant and necessary to develop new model of training young specialists, involving the implementation of educational, research, innovative and entrepreneurial, spiritual and moral activities that meet modern trends. Authors carried out the analysis of the level and quality of training of national personnel in terms of ensuring the future needs of the labor market of the Republic of Kazakhstan in the conditions of digitalization of economy. It includes the factors affecting the reproduction of competitive national personnel and their provision with high-quality jobs, identifying new trends in the training and retraining of professional personnel and improving their skills, examining the features of training competitive national personnel in the system of ensuring the balance of labor resources and jobs.  The paper was prepared within the grant project of the Ministry of Education and Science of the Republic of Kazakhstan AP09260584 «Employment restructuration in Kazakhstan in terms of social and economic tensions».