I've also tried charging back on my Swiss card once... What a mission. I was treated the same way any other store treats me: download this PDF, print it out, fill it in (5 pages), send it in the mail, wait 3 weeks, never hear back.
Compared to my North American cards: one phone call and the dispute is open. Wait a month and get the credit. End of story.
Or for cell phone issues in NA: try calling once, get nowhere, tell the regulator with time of call and name of the person, a week later get a call from the "VIP" service at the telco who will basically give me whatever I want to make the complaint go away.
There are no regulators with that kind of power that I know of here. All of the "regulators" have no teeth, and so the businesses don't fear them.