This study examines the factors influencing the satisfaction level of agricultural producers when using logistics services in the Central Highlands. The survey data were analyzed using SEM/PLS. The results indicate that four factors positively affect satisfaction: Reliability (REL), Responsiveness (RES), Assurance (ASS) and Empathy (EMP), among which Responsiveness is the most influential factor (β = 0.411). Conversely, Tangibles are not statistically significant (P > 0.05). The regression was determined as SAT = 0.182REL + 0.411RES + 0.176ASS + 0.087EMP. These findings reinforce the SERVQUAL theory in the context of agricultural logistics, while also providing practical implications for logistics enterprises to prioritize enhancing responsiveness and reliability, thereby improving customer satisfaction with logistics services in the Central Highlands.