If we're going JUST by percentage, Morphy. Chessgames lists him at 84%.
For solid consistency against stiff competition, I'd have to say Capablanca. Going for over 8 years without a single loss in tournament chess is unthinkable today at the top level.
There werent so many super tournaments available in Fischer's day... were there any ? If the GMs of today that are 2700+ played in more tough Open events there wouldnt be so many 2700+ GMs I dont believe . Many of them keep their ratings inflated by only playing " super tournies" . I also think it would help if the winners of the top Open tournies were also included in some of the elite events . Isnt the winner of the Aeroflot Open allowed to play in Dortmund ?
As for winning percentage Morphy's is the highest I have seen so far. Keres also had over 70% and was never world champion.