The telecommunication services market has been greatly changed because of the significantly changing of telecommunication network technologies and corresponding users' environment. The application services on the network have become more important. As the application service platform, the telecommunication network with suitable pricing and high utility are required from users. In this paper, we aim to provide telecommunication network service with quality of service that satisfies users and social welfare. The impact of reliability of telecommunication service on users' utility is studied. The failure rate of service is important, but few studies have focused on this point. The relation between the failure rate and willingness to pay (WTP) as well as willingness to accept (WTA) are clarified through questionnaire survey. The survey results show the differences regarding the failure rate between mass and business users. In addition, we propose the method to improve the sum and average of users' utility with the auction based trading among the users when the failure occurred, and show the effectiveness of the method by the simulation.