google play store crashes Seems like impossible to fix:

I have a ZTE Max which I've rooted. I downloaded a ROM but didn't quite install it: just ran to recovery and hit factory reset, thinking it will just ask me for update to load. Anyways, I've rebooted the phone and when I click Play store it crashes immediately.

I tried enabling but nothing is disabled. Cleared data and cache for anything with "download" or "play store". Got agravated, removed the root and factory reset about 10 times after repeating the steps over and over again.

Also when I click to add a google account it doesn't respond. Any idea how to solve this issue?
Factory-resetting only wipes the user data. If you want to go back to the original ROM and unroot to fix your phone, you need to find the original ROM that your phone came with, and follow the procedure to flash it to your phone.