In view of rapid development of China’s cross-border e-commerce, majority researches focus on its industrial policy, legal risk, monitoring method, business model and so on, few researches discuss it from the perspective of customers, service failure and service recovery. By proposing JDSR model, by combining structure equation model and questionnaire survey method, from users angle, this paper explores what kind of recovery measure JD Worldwide can take to boost the second satisfaction and loyalty of the customers when the service fails. The research results show that service failure extent has significantly negative impact on the second satisfaction, perceived platform image and loyalty of the customers, however, the response, apology and compensation can moderate the negative effect. Finally, according to research results, this paper proposes constructive management suggestions for JD Worldwide.