Take a peek inside the guide:
Regardless of the reason, chargebacks are a costly business. Where a merchant can’t justifiably dispute a chargeback, or ultimately loses the dispute, they will lose the revenue from that sale, plus be forced to reimburse shipping costs.
If a merchant receives too many chargebacks they risk being enrolled in an excessive chargeback program ... In some cases, merchants may even risk losing their ability to accept certain credit cards ... Download Disputing Chargebacks: A Guide for E-Commerce Merchants to see the rest!