The current textbook liberalization policy allows teachers to select their textbooks according to their personal preferences. This study examined whether the type of service failure affects teachers' repurchase intention and whether the use of various service recovery strategies strengthens teachers' repurchase intention. A questionnaire survey and regression were analyzed to verify the proposed hypotheses. The study results revealed that service failures from textbook publishing companies reduced the participating teachers' repurchase intention, and that the type of service recovery strategy did not exert significant effects on repurchase intention. In oder to avoid the chance of service failure, this study proposed that a textbook publishing company must properly formulate a standard operating procedure, the convenience of smartphone communication software, a reminder note of individual schools, the sales techniques and interpersonal communication skills of sales agents, and teachers' professpnal workshops.