Thats error come when you install new gapps, on cyanogen or miui or make experiment`s with your stock rom, gapps, root.
Its easy to fix. spep-by-step
1. Go in settings > accounts, delete your account
2. settings>apps>all> FIND google play> force stop, clear all data. FIND google services framework and do SAME.
3. Now reboot your phone. After reboot wait some, about 1 minute, than try to find shortcut Google play market, DONT TOUCH IT. now you go in settings, accounts> add google account, when you succesfully add account go next step.
4.Open play store and ACCEPT rules, than wait for 1 minute if you on wifi(lte), or 2 minute if on 3G network (wifi recomended) NOW JUST PUSH HOME BUTTON AND WAIT UNTIL U DETECT WHAT ICON play market was changed. (your eyes don`t see, but when you run play store, and accept rules, FIRST what program do its start install update like standart apk, but you don`t see process, till icon don`t changed)
4.1(optionally) If 5 step dont work, you need again reboot your phone, go in play store, push home button and wait. Now google automatically install update "google services framework" and after 1-3 minute you see new icon "google settings" in menu. No need touch it, just go to 5 step, use google services now you done.
4.2 (very optionally) Sometimes, when u use custom firmware, kernel, slow phone, 4.1 or 4.2 steps get error, but you dont see that. if 5 step dont work, you need start from scratch again, from 1 step AND YOU DONE, I PROMISE!
5. Go in play store and install what you want.