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This is just a guess, but by signing the receipt you would be entering into a contract to repay the credit card company as per the terms of your account. By not signing it, there is no guarantee that it is you that is making the transaction. You could claim that those transactions were not made by you and the only proof they could offer is by providing an image of your signature, which of course you did not provide.
The retailer should not have completed the sale until you signed the receipt. But they did and now the credit card company is pizzled. Follow gucclivr's advice. Read the agreement. Then get a lawyer.
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