It's also important to remember that chargebacks aren't under our control. As cardholders, we can't issue them directly.
All we can do is submit a dispute to the bank. The bank will then investigate (however they do that), and eventually act (in whatever way they choose -- which may include a chargeback).
It may seem pedantic, but it's an important detail. Chargebacks are ugly. They constitute red flags on merchant accounts, and with enough of those red flags their own rates are affected (or worse).
Nobody wants chargebacks. Banks don't want them (they take time, and therefore money, to deal with). Vendors certainly don't want them. And consumers don't want them, either -- they just want to be made financially whole, however that happens.
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I had a problem once with a local record store where I got charged twice for one purchase. I loved that store very much (I grew up buying my music there), and at no point did I think that they would ever deliberately rip anyone off. But somehow after repeated phone calls and at least one visit, nobody I talked was able to either fix the problem or hand it over to someone who could.
So, in desperation: I called the bank and asked for help. I told them what had happened, and what I'd tried to do to resolve it, and they told me I could file a dispute and they would investigate. So that's what I did.
The next afternoon, I got a phone call from the store's very apologetic bookkeeper. He informed me that he'd received a call from my bank, and that he'd fixed the problem by refunding both of the charges, asked if that made me satisfied, apologized profusely again, and thanked me for my business.
That was a little bit above-and-beyond on the humbleness scale, but whatever. My problem was more than fixed and my fondness for the business was completely restored.
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Anyway, back to the point about being pedantic with nomenclature: All I did was file a dispute, all the bank did was make a phone call to the right person, and all the vendor did was fix the problem.
No chargeback took place.