I don't think my boyfriend sees me the way I see him

I don't know if this is a common thing for relationships?

We've been together for almost 3 years now. I love my boyfriend a lot and I think about him almost every moment. But sometimes he lacks being affectionate and even though we talk a lot, he talks to me like how he talks to his friends. I want to be treated differently and I wanna feel special to him. I ask for reassurance sometimes but when he tells me he does love me I dont think he means it a lot? I want that to change but I dont know how.