Job rotation involves a modification in current business structures according to adaptations, coupling, training and qualification that usually require time to be able to make changes in the company according to the personnel management model needs to take into account the causes, effects and benefits of staff turnover, therefore, mishandling conceptualizations would bring with it a number of inconveniences that affect not only the administrative area or human talent but also daily activities in other departments; This is the case of Comercial Agrícola Aguirre located on the Island of Bejucal in the Baba canton, which carries out activities for the purchase and sale of agricultural products such as: rice, corn and cocoa; The preference of the clients has kept the company in the market during the last, however, it is threatened by internal conflicts that generate dissatisfaction of the personnel, deficiency in the communication channels, late remunerations, inadequate selection processes among other variables of A study that, through its description and analysis, will make it possible to determine the relationship between them and the turnover of personnel causing the effects on productivity, competitiveness and image perceived by the client. This research is subject to the Marketing and commercialization research sub-line since the problems arise in terms of staff turnover in the commercial area of the company.Job rotation involves a modification in current business structures according to adaptations, coupling, training and qualification that usually require time to be able to make changes in the company according to the personnel management model needs to take into account the causes, effects and benefits of staff turnover, therefore, mishandling conceptualizations would bring with it a number of inconveniences that affect not only the administrative area or human talent but also daily activities in other departments; This is the case of Comercial Agrícola Aguirre located on the Island of Bejucal in the Baba canton, which carries out activities for the purchase and sale of agricultural products such as: rice, corn and cocoa; The preference of the clients has kept the company in the market during the last, however, it is threatened by internal conflicts that generate dissatisfaction of the personnel, deficiency in the communication channels, late remunerations, inadequate selection processes among other variables of A study that, through its description and analysis, will make it possible to determine the relationship between them and the turnover of personnel causing the effects on productivity, competitiveness and image perceived by the client. This research is subject to the Marketing and commercialization research sub-line since the problems arise in terms of staff turnover in the commercial area of the company.La rotación laboral supone una modificación en las estructuras empresariales actuales de acuerdo a las adaptaciones, acoplamiento, capacitación y calificación que suelen requerir de tiempo para poder efectuar cambios en la empresa de acuerdo al modelo de gestión del personal necesita tener en cuenta las causas, efectos y beneficios de la rotación de personal, por ende, el mal manejo de las conceptualizaciones traería consigo un sin número de inconveniente que afectan no solo al área administrativa o de talento humano sino también a las actividades cotidiana en otros departamentos; este es el caso del Comercial Agrícola Aguirre ubicado en la Isla de Bejucal del cantón Baba, que desarrolla actividades de compra-venta de productos derivados del agro como: arroz, maíz y cacao; la preferencia de los clientes a mantenido a la empresa en el mercado durante los últimos, no obstante, se ve amenazada por conflictos internos que generan insatisfacción del personal, deficiencia en los canales de comunicación, remuneraciones tardías, procesos de selección inadecuadas entre otras variables de estudio que mediante su descripción y análisis permitirá determinar la relación de ellas con la rotación del personal causante en las afectaciones en la productividad, competitividad e imagen percibida por el cliente. Esta investigación se encuentra sujeto a la sublínea de investigación Marketing y comercialización puesto que los problemas se suscitan en cuanto a la rotación del personal en el área comercial de la empresa.