I'll take that one step further.....he doesn't even see you as the alpha animal of his species nor as dominant over him or less dominant.  This is a prey animal and we are predators, at the bottom of the bottom of things.  When the animal is confused about a predator nurturing them or giving way to their actions, running from them, etc, they will continue in that course of action until he is reminded you are a predator.
 
It's not about respect as humans understand it, as Ed has spoken, but in all reality it's about the proper place of each creature, which is respect of another kind....man has dominion over the animals, plain and simple.  Treat the chicken like a chicken from the time its hatched and he will treat you like a human from the time he is hatched and its as simple as that.  I've had some mighty nice roosters over the years...not the petting kind that will hop up in your lap and snuggle, as all my roosters know their proper place in this world, but the kind that you can trust no matter what.   I don't worry about turning my back on them, letting my grandchild around them, etc., as they would never dream of attacking a human.  Just not in their braincase as a possibility for a chicken.  They follow me around like a dog when they think I have food and sometimes they will settle down in the grass nearby while I'm doing a task, just to be near...not because they love me or think of me as a friendly chicken, but because I represent protection, they can trust me to always act a certain way around them and I can trust them in the same way. 
 
I have a 2 yr old granddaughter roaming my yard alongside all the chickens, going in the coop with me, walking around in there when the chickens are eating, collecting eggs, etc.  I don't ever have to think twice about if this rooster will attack her as he has proven himself over and over, in all circumstances, while I was monitoring the situation.  I don't have to worry if he will attack any person that comes on this property...he knows they are humans and humans, ultimately, are predators.  Predators one can live next to, much like the dogs that guard them, but still to be viewed as predators, not flock mates in the pecking order. 
 
My dogs are the same way and I can trust them to not harm anything I don't want harmed, which took a minimal of training and just putting them in that situation to see if they understand the concept.  They do.  The rooster does.  Everything stays peaceful and harmonious when all creatures know their place in the world....trouble always ensues when they do not. 
 
The task them becomes simple....let your rooster know his place in the world and then remember your own.