Which of the following consequences would a retail chain most likely face from customers in the event the retailer is non-compliant with PCI DSS?

While non-compliance with PCI DSS can lead to fines, sanctions, and contractual impacts from payment card brands and acquiring banks, the most direct and impactful consequence from customers is reputational damage. Customers are less likely to directly impose fines or sanctions, but a data breach resulting from non-compliance, or even just the public knowledge of non-compliance, erodes trust. This loss of trust can lead to decreased sales, customer churn, and a damaged brand image, which often has a more significant long-term financial impact than direct penalties. Fines, sanctions, and contractual impacts are typically imposed by financial institutions or regulatory bodies, not directly by customers.