Our service is eternal. We are serving here Krsna, and after leaving this body, when you go directly to Krsna, faced with…, the service is there. The service is the main means and the end. Not that this is simply means, and the end is something else. No. It is so nice, it is means and end, both. We are chanting Hare Krsna here, and when we go to Krsna we shall chant Hare Krsna.

From Srila Prabhupada's lecture at Initiation Fire Sacrifice — July 16, 1969, Los Angeles