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Well, that depends on whether 'customer satisfaction' is the cause or the effect in your analysis. If say, 'prompt attention to customer problems' were the causative (independent) variable, then the 'customer satisfaction' would be the result/outcome/dependent variable.

However you could have had a study in which 'customer satisfaction' was the cause/independently variable, and 'likelihood of repeat business' were the result/outcome/dependent variable.

You must distinguish between CAUSE and EFFECT. Cause is the independent variable that creates the Effect observed.

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Q: Is customer satisfaction is a dependent variable?
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