HospitalityServiceExcellenceTheacademiccircleshavenotformedastandarddefinitionforservicefailure,butscholarshaveputforwardtheirownunderstandingfromdifferentangles:HaysandHilldefinedservicefailureascontactsituationthatmakecustomersunsatisfied(JulieHays&Arthur,2001).Keaveneypointedoutthatifthecustomersfeelunsatisfiedabouttheservicesystem,thenservicefailureoccur(Crittendenetal.1995).Keaveneyhasdividedservicefailureintotwotypes:thecoreservicefailureandcontactservicefailure.Thecoreservicefailureisabouttechnicalproblems,suchaserrorcharge,andcontactservicefailurereferstotheinteractiveprocessoftheproblemsbetweencustomersandservicepersonnelsuchascarelessness,impolitenessandslowresponse(Keaveney&Susan,1995).Althoughenterprisestrytopreventservicefailurefromhappening,ithappensfromtimetotime(ChristoBoshoff,1997).Mostofthehotelshavesuperiorlocation,cleanandcomfortablebedmattress,deliciousfood,andthepriceisrelativelyuniform.Sotheessenceofthedifferenceistheservicequality.Thatiswhywewilltalkaboutservicerecoverytoprovidecustomerswithhighqualityofservice.Asforservicerecovery,differentscholarshavedifferentopinions.Gronroosfirstputforwarditsconceptformallyin1988,hedefinedservicerecoveryasfollows:theactiontakenbytheserviceproviderforcustomercomplaintswhenservicefailurehappens(Gronroos,1988).Itaimstorebuiltthecustomers’satisfactionandloyaltythroughaseriesofrecoveryaction(JohnstonR,1995).Otherscholarsexplainservicerecoveryasamanagementprocesswhichbasedonservicefailureanalysisandservicefailureevaluation(Stephen.S&Tax,1998).Itisalsoregardedasaseriesofequivalentexchangeprocesswithcustomersandenterprisesinordertomakeupforthelossofcustomers(AmyK.&Smith,1999).Maxhamexplainsservicerecoveryasaservicetoproviderrealandpromptaction,whichaimstoconvertunsatisfiedcustomerstosatisfiedones,andthiswillthecustomerskeepaloyalattitudetotheenterprise(Maxhametal.,2002).Boltonhasprovedthatcompensation,swiftreactionandapologiesarethethreeattributesofservicerecoveryandtheyareofvitalimportanceforanenterprisetocor