The present invention discloses a loyalty rewarding system comprising: an account module (10) for managing a plurality of accounts and linkages between the different accounts; and a reward module (20) for generating loyalty points upon a current purchase of goods and/or services; whereby the linkage between a first account and an antecedent account is formed by the first account being created under the reference of the antecedent account and the antecedent account has made a purchase of the same goods and/or services prior to the current purchase; characterised in that the reward module (20) transforms the linkages between the accounts into a family tree and the reward module is configured to disburse a predetermined loyalty points to the first account and its antecedent account.
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