It is difficult to control service quality for any service firm and service failure is inevitable due to human ornon-human factors. As a result，service recovery stirred the interest of researchers and practitioners. However，service failure may not be identified by firms because a majority of dissatisfied customers will not complain to the service provider. Thus，this research proposes a proactive customer feedback mechanism comprised of proactive solicitation of customer feedback，customers providing feedback and follow-up communication and examine their impact of customer evaluations in the context of service failure. This research tries to establish that through adding a continuous series of satisfied service encounters or "moment of truth" to service failure encounters，the customer evaluations toward the service will be significantly improved.
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