> So from a market perspective, it makes total sense for a company to ban you.
From a contract point of view, merchants who ban consumers for charge backs are in violation of card association rules.
> refuse to follow procedure on how to handle the dispute
The merchant agreed to accept charge back rulings when they signed their merchant agreement. The chargeback process is a pain for consumers - they have to do a quite a bit of paperwork to file one.
> Statistically, a customer that uses charge back is a lot likely to end up using it again
A business that forces consumers into charge backs and loses deserves the charge back. Consumers don't automatically win. Source: owned an MSP for about a decade.
BTW, Visa, MC, AMEX and others can fine and ban merchants who fail to comply with card association rules (including chargebacks). Likewise, card associations can also cancel cards on consumers who file abusive charge backs.