How do I respond?

My bf and I got in an argument today 😢Sometimes I feel like he doesn't show me that he loves me. He'll tell me he loves me and show affection but he never goes out of his way and buy me things or give me flowers ect. I'll buy him things all the time and he loves that I do that. So I ask him why doesn't he ever do that for me and he said 'I feel like you don't deserve it. You need to treat me better'. He means treat him nicer, don't start arguments and stuff. I really don't know how to respond to what he said.
 I try hard to treat him as best I can but I've always had an attitude, it's always been my way or the highway and he knows that. I just wish I could find a way to treat him better too.