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Rukhsana Gul1 Rehman Gul2 Faheem Gul3 Naeem Gul4 1Sukkur IBA University, Sukkur Email: rukhsana.gul@iba-suk.edu.pk, 2Shah Abdul Latif University Khairpur, Khairpur 3Sukkur IBA University, Sukkur 4University of Sindh, Jamshoro The technological changes in today’s competitive marketplace have vastly improved the ways marketers and consumers interact with each other (Keller, 2009). The advancement in technology such as iPad, iPhone, have enabled users to frequently shift to competing brands if the current brand does not fit their needs (Gilal et al., 2016). Consequently, businesses are forging a new path to reach and serve their customers for a prolonged period. Even the companies in traditional industries are adopting and adhering to marketing practices which in the past never thought to adopt. Banks in the microfinance industry is one such example. But now due to technological advancements, microfinance banks are experiencing dynamic changes; these changes have led them toward the rethinking of their business philosophy from social charity to profit-oriented business activity. This shift in the philosophy of doing business by microfinance banks has brought many changes the way they do business. Now they focus more on serving the existing customers with customized products and services rather than serving all customers with one size fits for all. Also, today's banks are relying more on customer retention rather than the acquisition of new customers (Gilal et al; 2016). Customer retention is a prime marketing strategy to create long JEL Classification: M3, M30, M31

Brand Resonance as a Driver of Customer Retention: Empirical Evidence from Microfinance Banks of Pakistan