Upgrading PC but not getting performance, what am i missing?

Hello

First of all my pc specs are as follows

OS Version: Microsoft Windows 7 Ultimate, Service Pack 1, 64 bit
Processor: Intel(R) Core(TM) i7-3770K CPU @ 3.50GHz, Intel64 Family 6 Model 58 Stepping 9
Processor Count: 8
RAM: 16343 Mb
Graphics Card: AMD Radeon R9 200 Series, -1 Mb
Hard Drives: C: Total - 114120 MB, Free - 60272 MB; E: Total - 1907599 MB, Free - 1077415 MB; F: Total - 953866 MB, Free - 952976 MB; H: Total - 953869 MB, Free - 687052 MB;
Motherboard: Gigabyte Technology Co., Ltd., Z77P-D3
Antivirus: AVG Internet Security 2014, Updated and Enabled

The problem i am having is that even after spending over a thousand pounds on trying to get my pc up-to-date and able to run latest games easily, it still seems that something is lacking? :/

I am using a SS drive and the processor is watercooled, the fans are all running and theres plenty of hdd space.
the main issue is, for example, running Far cry 4 is high graphics settings, i get framerate issues and stuttering as if the computer is struggling, also the fans are working full whack when running a game and getting temperatures of 90c+ and up on my GPU!
My GPU is r9 290 OC edition so it have 2 fans and there is good air supply. I am using a LOGIK 36" TV in 1280x720 resolution. with no scaling involved.

What is it that going wrong here please? i cant run any good in good quality they are all bought genuine too. maybe my motherboard? or processor? i have tried overclocking but cpu and gpu a little bit but it caused crashes so they are both in their default modes.

any help would be greatly appreciated.
Thank you very much

Shawn

No point in having two threads on the same exact topic. See comments in your other post.