Heat transfer characteristics for a boundary layer forced convective flow past a moving parallel flat non-isothermal surface in the presence of heat source/sink are obtained. The cases of surface temperature varying directly or inversely with power-law exponent are considered. The similarity solutions are obtained. The numerical results are validated by comparing them with the available results in the literature for some special cases. It is found that dual solutions exist when the surface and the fluid move in the opposite directions. Furthermore, exact and analytical solutions are provided for some parametric regimes. (C) 2012 Elsevier Ltd. All rights reserved.