Abstract

This study addresses a theoretical gap in the design of mutual help systems in non-profit community settings. While prior research has focused mainly on emergency conditions, this paper draws on a case study of community car sharing in Nagae, Japan. It proposes a three-stage service design model grounded in service-dominant logic and service ecosystem theory. The findings show how shared norms and a sense of the common good transform individually motivated helping behaviours into organized, participatory service ecosystems.