Online Consumer Review sites (OCRs) have facilitated the creation and availability of information in a more varied format, including user-generated reviews and recommendations that are publicly accessible. This poses a challenge for service providers to effectively manage their online reputation, especially when a service failure occurs. Through a series of experimental manipulations presented in the form of written scenarios illustrating restaurant service failures and recoveries, primarily focusing on monetary-psychological dimensions, this study aims to understand the impact of various recovery strategies in resolving different types of service failures and how the interaction affects both focal and observing customers' subsequent attitudes and behaviour. The findings indicate that these recovery strategies are not identical in their ability to recover from service failures. The relative effects of failure disconfirmation, perceived loss, perceived justice, and corporate credibility as main predictors in failure-recovery evaluations are likely to be context-dependent and can be influenced by several underlying mechanisms: tolerance to failure, self-construal, and the presence of emotion. Additionally, the satisfaction level after a failure plays a role as a reference point in adjusting the level of satisfaction after a recovery.