The "love" here means "prefer" or "like," but no Greek word that Jesus used really means "love" as we use it. See this article.
This verse continues to use words that are uncommon for Jesus. However, here, the words are very simple and easy to understand and a couple, "first couches" and "first chairs" are similar. The Greek is somewhat confused in translation, however. Starting with the fact it begins with a "but" or "however" indicating a conflict with a previous statement, probably Unrecorded Dialogue, but it is changes to "and" in the KJV and left out I NIV. Neither the KJV nor the NIV attempt to translate the "first couches" and "first chairs" at all honestly, choosing to characterize them rather than translation.