In the US market, the consumer is always right, and in the never-ending quest for higher profits and brand loyalty, a merchant will do almost anything to earn a consumer’s repeat business. The same is true for issuing banks, who work hard to ensure their cards remain top of their customers’ wallets. It is unsurprising then that no issuer nor merchant would want to burden its customers with the bill when fraud occurs. Someone else then must shoulder the cost: the bank or the merchant.
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