Abstract: The problem. The intent of this study was to compare Taiwanese and United States' (U.S.) restaurant customers' responses to two types of service mistakes: outcome failure and process service failure. The study investigated customers' perceptions of service failure, complaint attitudes, and redress-seeking behavior. Method. This study adopted a 2x2 quasi-experimental approach to examine the differences among the following four groups: (a) restaurant customers who faced outcome service failure, (b) restaurant customers who faced process service failure, (c) Taiwanese restaurant customers who faced outcome and process service failure, and (d) U.S. restaurant customers who faced outcome and process service failures. The episodes of outcome and process service failure were described by using a written scenario to experimentally measure restaurant customers' reactions to bad service. A total of 800 prospective respondents were selected by using convenience sampling methodology at colleges located in Taiwan and in the U.S. In each country, a total of 400 participants were assigned to the two groups: 200 college students were assigned to examine the outcome service failure scenario, and the other 200 students were assigned to examine the process service failure scenario. Results. The results of this study indicated two primary contributions. First, different types of service failure resulted in different types of customer reactions. Therefore, this study suggested that when outcome-related service failure occurs, it might be most effective for restaurateurs/managers to either offer a compensatory redress or empower their front-line employees to directly remedy their clients' requests. On the other hand, when process-related service failures occur, the restaurateur/managers should intervene to settle the disagreement between the customers and front-line employees, and they should immediately apologize for the service mistakes. Second, customers from different regions also reacted differently to service failures in general. This research recommended that in order to re-satisfy Taiwanese restaurant customers, restaurateurs/managers should temporarily assume the role of their front-line employees and be courteous when dealing with service problems. However, restaurateurs/managers should empower front-line employees who are competent in solving service problems immediately and courteously to continue in their attempts to remedy dissatisfied U.S. restaurant customers' complaints.