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This study attempted to investigate the relationship between the effect of service recovery justice of customers who experienced service failure upon recovery satisfaction and the effect of recovery satisfaction upon long‐term orientation. The survey was conducted among 293 customers who experienced service failure and recovery among the customers who participated in the food and beverage membership. The test results were as follows: First, the four factors of hotel service recovery justice for service failure had a positive effect on recovery satisfaction in order of interpersonal fairness, procedural fairness, and information fairness, In particular, it can be seen that interpersonal justice is the most influential factor for recovery satisfaction. However, distribution fairness did not have a effect on recovery satisfaction. Second, recovery satisfaction was found to have a significant positive effect on long‐term orientation. This means that the more satisfied customers are recovering from service failures, the longer they stay in the hotel, reducing their conversion costs and maintaining a long-term relationship.