This article examines how customers respond to various service recoveries by investigating the moderating role of service failure severity. Using a scenario-based experiment, the proposed model was tested in a mobile phone service industry. The results show that under the core service failure, high recoveries are more effective than low recoveries, whereas low recoveries are as effective as high recoveries under the peripheral service failure. The effects were assessed in terms of customers’ intentions such as repurchase intention and word-of-mouth communication.