The dynamics of the service industry has made the environment and assessment of service marketing and its outcomes extremely complex. The competition in the ever-growing service industry and the need to address the ever increasing customer demands have forced service marketers to resort to the applications of psychological concepts in service marketing practice designs. The present study attempts to explain the concept of service quality, customer satisfaction and customer loyalty. It also explores the relationship among these three service marketing constructs. A comprehensive survey of literature on the subjects established the fact that customer satisfaction provides a directional influence on the relationship of service quality and customer loyalty. A mediation model integrating the relationship among service quality, customer satisfaction and customer loyalty is proposed for investigation. Further, this study also helps to assess the strength of the mediating role of customer satisfaction in service quality and customer loyalty. [ABSTRACT FROM AUTHOR]