In Taiwan, a distance-based electronic toll collection (ETC) system will be implemented to replace the manual collection of freeway tolls at tollbooths. For improving the service satisfaction and increasing the usage rate of the ETC, this study discusses the effects of service recovery after ETC service failure on drivers’ satisfaction and usage intention. The critical incident technique (CIT) is applied to explore incidents of service failure and service recovery in relation to ETC. Statistical methods are used to discuss the intentions and preferences of drivers for service recovery via scenarios. A survey conducted using a questionnaire designed through the stated preference approach is utilized to investigate Western Taiwan freeway corridor users. The analytical results should assist the responsible managerial and operational agencies to develop better marketing strategies enhancing the usage rate of the ETC system.