Considering she got forced into the marriage to begin with by someone opportunistically looking to snatch up a wife, that's the wrong way to look at it.
Relationships shouldn't be transactional if you want love. If he wants her to do things like kiss him and fall in love with him, doing nice things for her may help but it doesn't mean she is OBLIGED to do these things.
To look at this from a very cynical point of view, this is like a would be murderer coming to kill her sister and then deciding to kidnap her instead; and she has to go along or he will just kill her sister as was the original plan. Is that someone one should instantly start kissing and being nice to just because he's treated her nicely?
(To be fair the ML doesn't deserve to be seen as a willing knowing murderer, but he doesn't have the full picture. But if he did, I would expect he would understand why he's not getting a sweet loving kiss!)