The Role of Transformational Leadership and Organizational Values in Enhancing Commitment to Service: An Empirical Study of Credit Unions in West Kalimantan

This study examines the impact of Transformational Leadership and Organizational Value on Commitment to Service within the service industry context. Using a quantitative causal research design, data were collected from employees of Credit Unions in West Kalimantan through structured questionnaires and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The findings reveal that Transformational Leadership positively influences Commitment to Service, with leaders' inspirational motivation and individualized consideration fostering employees' dedication to quality service. However, the effect is relatively minor compared to Organizational Value. Organizational Value demonstrates a more substantial influence, where the alignment between organizational and individual values significantly enhances employees' sense of responsibility and commitment to providing excellent service. This research underscores the dominant role of Organizational Value over leadership styles in shaping Commitment to Service. These findings contribute to the theoretical understanding of leadership and organizational behavior while offering practical insights for organizations to prioritize strengthening organizational values as a strategic approach to improving service quality. The results emphasize the need for integrated strategies that combine leadership development and value-driven management to optimize employee engagement and performance in service delivery.