Аңдатпа
The object of this study is the interaction of service consumers with digital promotion channels of Kazakhstani service companies. The purpose of the work is to develop and empirically test an original methodology for the quantitative assessment of customer journey consistency in the digital environment. The scientific significance lies in the operationalisation of a parameter that previously existed in marketing discourse only as a qualitative characteristic of «seamless experience» and lacked a quantitative form. The practical value consists in the integrability of the proposed instrument into the marketing audit of service companies as an early diagnostic indicator. Methodologically, the study is based on an online survey of 185 service consumers across five major cities of Kazakhstan, followed by the calculation of the original Customer Journey Consistency Index (CJCI), descriptive statistics, Spearman correlation analysis, chi-square test, exploratory factor analysis and a linear regression model. The psychometric characteristics of the scale proved to be high: Cronbach's α coefficient reached 0.862, the Kaiser–Meyer–Olkin measure was 0.898, and Bartlett's test of sphericity was statistically significant (p < 0.001). Principal component analysis revealed a one-factor structure (51 % of explained variance). The mean CJCI value across the sample was 4.04 with a standard deviation of 0.64. A pronounced positive correlation was established between CJCI and repurchase intention (ρ = 0.558) and willingness to recommend the company (ρ = 0.604). An «adaptation paradox» was identified: despite the generally high level of consistency, 79.3 % of respondents reported instances of service refusal in the past precisely because of contradictions between channels. ANOVA revealed statistically significant inter-segment differences across age groups (F = 6.21; p < 0.001). The regression model demonstrated that the largest contribution to loyalty is made by communicative consistency — namely, the absence of the need to repeatedly explain a request when moving between channels. The contribution of this work consists in an original conceptual model of the formation and behavioural effects of customer journey consistency, together with a quantitative measurement instrument applicable to the Kazakhstani market.