Based on the fairness theory, the purpose of this study is to explore the effects of the perceived fairness (distribution, process and interaction) of recovery process and result on recovery satisfaction. Furthermore, effects of recovery satisfaction on negative word-of-mouth and behavior intention are also investigated. In the meantime, the moderating role of degree of service failure severity between perceived fairness and recovery satisfaction is examined. The results show: (1) distributive and process justices positively affect recovery satisfaction, (2) recovery satisfaction have positive effects on behavior intention, and negative effects on negative word-of-mouth, (3) negative word-of-mouth negatively affects behavior intention, (4) service failure severity positive moderating the relationship between distributive/process justices and recovery satisfaction. Finally, the implications of recovery strategies for marketing practitioners are suggested.