The extant literature reports inconsistent results regarding the effect of employee gender on customers' attitudes and behaviors. Furthermore, the previous research on congruency bias has mainly focused on female-dominant jobs. To address these issues, this study examined how customers' gender stereotypes affect their service evaluations and revisit intentions. Grounded in role congruity theory, congruency bias, and justification-suppression models, the results showed that employee gender and gender congruency with the norm for the job have differential impacts on customer evaluations. Furthermore, this study found asymmetric impacts of congruency bias on customer experiences. For example, customers showed lower satisfaction and revisit intention when female employees failed in a male-dominant job than when their male counterparts did. However, they showed equal levels of satisfaction and revisit intention when male and female employees failed in a female-dominant job. The results provide important insights into how to reduce customers' gender bias toward different gender-dominated jobs.

现有文献报道了关于员工性别对客户态度和行为影响的不一致结果。此外，先前关于一致性偏见的研究主要集中在女性主导的工作上。为了解决这些问题，本研究调查了客户的性别刻板印象如何影响他们的服务评估和重新审视意图。以角色一致性理论、一致性偏差和理由抑制模型为基础，结果表明，员工性别和与工作规范的性别一致性对客户评价有不同的影响。此外，这项研究发现一致性偏差对客户体验的不对称影响。例如，与男性同事相比，当女性员工在男性主导的工作中失败时，客户表现出较低的满意度和重访意愿。然而，当男性和女性员工在女性主导的工作中失败时，他们表现出同等水平的满意度和重访意愿。结果为如何减少客户对不同性别主导工作的性别偏见提供了重要的见解。