Abstract: Service recovery is the key to restore customer confidence and the effects of recovery depends on specific scenario and customer features. This paper firstly identifies high level and low level process recovery strategy using CIT and interview methods. Then strategy mixes are made by different levels of outcome recovery and process recovery. An experiment is conducted to test the influence of customers’ coping styles and failure severity on strategy mixes. Experiment results show that outcome recovery matches the needs of problem oriented customers and the needs for high level of outcome recovery increase along with the level of severity of failure. For customers who are emotion oriented, the process recovery matches their needs only when the sevice failure is severe.