Journal of Economics and Behavioral Studies (ISSN: 2220-6140) Vol. 10, No. 2, pp. 133-144, April 2018 133 A Website Quality Model Investigating the Loyalty of South African Consumers towards Travel Websites O. Omoruyi Vaal University of Technology, South Africa osayuiwameno@vut.ac.za Abstract: Due to the increase in the need for travel by international visitors, it is important that organisations consider key attributes of website quality, namely information quality and system quality to encourage and enhance consumer loyalty overtime. Drawing from Delone and McLean’s theory, this research argues that information quality and system quality are antecedents of travel website quality, of which the latter is a predictor of consumer loyalty. A quantitative research approach was adopted by way of a survey methodology and data were analysed usingSmart PLS software for structural equation modelling (SEM). Based on the theoretical review, a research framework detailing the hypotheses relationships among the research constructs was developed. Based on the research findings, the results provide support for the proposed positive relationships among the research constructs. Keywords: Information quality, system quality, travel websites quality, loyalty 1. Introduction The concept of quality is well known and widely researched globally due to the importance of quality assessment-related issues present in almost every organisation (Cai & Jun, 2003; Elassy, 2015; Wu & Chang, 2016). Therefore, website quality should be the top priority of travel websites. This is because the absence of quality as a fundamental principle of sound business management to address customer-specific needs and expectations could result in brand destruction, poor customer confidence, a decrease in performance and the gradual and continuous erosion of profits, performance and competitive position. According to Monczka, Handfield, Giunipero and Patterson (2016:287), quality can be defined as “the total composite of product and service characteristics of marketing, engineering, manufacturing and maintenance through which the product or service in use will meet or exceed the expectations of the customer”. The International Standard s Organisation (ISO, 9000) defines quality as the totality of features and characteristics of a product or service that seeks to enhance customer satisfaction and continual improvement based on quality standards (ISO, 2009). Therefore, ensuring the overall website quality is key to website competitive success and business development. The conceptualisation of quality differs and may be somewhat subjective or understood differently depending on the context in which it is used. For example, in businesses, manufacturing and in the engineering sectors, quality is construed only as non-inferiority, superiority and fitness for use of something whereas in public service sectors, quality is viewed as nothing more than simple conformance to standards (Elassy, 2015). On the other hand, service marketers regard quality within the customer’s perceptual lens after a service encounter, thereby viewing the phenomenon as the “ evaluation of employee interaction, the service environment and the service outcome” (Chumpitaz & Paparoidamis, 2004). Interestingly, within the healthcare sector, quality is related to structure, processes and outcomes that are consistent with current professional knowledge that surpassed the desire outcome (Hillner, Smith & Desch, 2000). DeLone and McLean consider quality to be an essential component in determining success within an information system (Roy & Balaji, 2015). In their view, quality should be improved, strategically because of its significant impact on consumers’ views and responses to online products or services. Because of their proposition, contemporary scholars now believe that the increase in competition among marketing organisations has proffered the need for significant capital investments in both system and online information quality (Roger-Monzo, Marti-Sanchez & Guijarro-Garcia, 2015; Zhao, 2016; Silva & Goncalves, 2016). Specifically, among online businesses, quality is related to both data quality (content richness) and website quality (ease of use) (Law & Bai, 2008). The latter definition is the focus of this study. Due to increase competition among travel industries, the use of information technology, especially in terms of ‘internet of things’ as the biggest agent of change, is changing the way travel organisations operate and changing customer’s interaction and perception towards travel website. With this, it is therefore important to address the antecedent of customer loyalty towards travel organisations website. To efficiently and effectively satisfy