I think when we ask these questions, we are lumping too many things in one and seeing them as the same. Expecting to be treated well by a partner especially if you are a good partner, is not unreasonable or unfair. This has nothing to do with deserving love. Love is often given without being deserved. When you are in a relationship, it's a partnership. It's an unwritten agreement to give each other your time, respect, appreciation, and attention. If someone decides to be selfish and only wants to take without giving, then they are guilty of breaking that agreement. If you supposedly care about someone, you will want to give, not just receive.
Yeah, I think "deserving" is a poor word to describe love. And I am not really sure why someone who is a great partner should not deserved to be treated well in return. That would be loving someone who say you love. Why should someone who loves someone expect to not have their partner love them through loving actions and support in return? It doesn't make sense. It's the equivalent of a one-sided relationship. This doesn't mean someone has the right to demand things of a partner against their will, or simple expect things of their partner without considering their feelings, but it's unrealistic to keep expecting someone to give so much in relationship and accept being treated poorly or ignored. Real love involves choice, not just feeling. Too many people today think love is about making decisions based on changing personal feelings from moment to moment. If you are ignoring, demeaning, or dismissive, or inattentive to your partner, they have a right to call you on it especially if you're not communicating with them. It's not always about whether or you want to give love, you need to respect that other person's right to receive love. In a relationship, you're not island.