Humans? activities should be comprehensible when they are embedded in social context. In other words, behaviors of humans are constrained by their social roles in their society. In this paper, we propose a concept of social role-aware agent coordination that provides seamless services for mobile users. In the agent framework, personal agents, which always remain with the users, play roles that are assigned by a role manager agent when they participate in new environments. We introduce a new agent coordination protocol to perform context-aware role assignments to realize the services.