The existing body of research on service failures and recoveries primarily deals with business-to-consumer markets, with relatively limited and scattered research in business-to-business (B2B) markets. We review the existing literature on these failures and recoveries in B2B markets, conceptualize and then develop a structured framework using a morphological analysis (MA) approach, so as to identify research gaps that point to future research possibilities. Two of the identified gaps are explored further. Pertaining to the first gap, we determine the ways in which the service recovery strategies influence relationship building by means of surveys. To address the second gap, we explore the various barriers to service recovery in B2B markets using TISM based approach. The study provides strong implicatio ns to the C-suite by enabling them to anticipate the recovery-related after-effects of their choices and understand the key driving barriers to service recovery, thus helping them in making better decisions.