The results of our study indicate that both process and outcome dimensions significantly impact service quality perceptions in an online travel context. It is often argued that customer expectations can more easily be exceeded in process than in outcome dimensions (Parasuraman et al., 1991). This is important in relation to online travel services, because the interaction between the customer and the website is a process dimension (user interface), and therefore online providers should ensure quality in this area at least as much as in their outcome dimensions (Cox & Dale, 2001). The design of the user interface acts as a business card for the travel agency. User interface quality should be high, because it affects the overall image of the service provider. The navigation aspect of the user interface appears to be essential: Travel sites would gain much by extremely user-friendly navigation toolbars. Decisions to book a vacation through a travel website seem to depend on the presence of fast and reliable navigation tools and of an easy-to-use but functional search engine. Cumbersome navigation and search facilities, or processes that are constantly blocked by irrelevant pop-ups and banners, are likely to be detrimental to re-visiting and re-use of the website and thus to customer loyalty. The proper use of technology in all aspects of the user interface can be a significant asset of the service provider. Furthermore, technology can contribute to continuous improvement of the online service by studying patterns in the surfing behaviour of customers.