This study compares the non-internet self-service technology failures and the associated recovery strategies used to retain dissatisfied customers in China and the United States. Data are collected by the critical incident technique, through structured, open-ended questionnaires. Totally, 555 incidents are collected and classified. The failures and recovery strategies are traced and analyzed to understand the discrepancy in failure rating, satisfaction of recovery strategy, and repurchasing between China and the United States. For failure rating, satisfaction, and loyalty, there are larger discrepancies between China and the United States. The two countries have exactly the same service failure typology, but failure frequency and its rating magnify the significant differences between the two countries. For recovery strategies, discount and correction do not occur in the Chinese non-internet SST setting, but remained recovery strategies are quite similar between the two countries.