Coaches and players need to stop talking about fans.
When has anything good come from a public statement talking about fans? Never.
Most businesses understand the relationship between them and their customers. Produce good products/services, customers buy loads of stuff, leave positive reviews. Produce bad stuff and they disappear. In markets where they can't switch away as easily (like water, energy, renting) customers respond to bad service by complaining vocally.
It's just a part of life. When a business CEO has bad sales figures he can't go to his shareholders "well the problem was the customers didn't get behind us".
In sport the fans are not fickle in terms of switching to other teams, but they will stay and vocalise their opinion. And the opinion always follows the quality of what is on offer.
I think some coaches or players think they can control it the other way by saying if the fans get behind us and cheer us on we'll play better. Completely utterly naive and shows no understanding of what sporting crowds are like. The crowd is like an organic body that cannot be asked (however nicely) or commanded to respond in a particular way. It responds to what it sees. It's not as transactional as winning or losing - crowds will respond to heroic efforts. If a team is busting a gut and genuinely doing everything it can to succeed the crowd is always going to get behind them even if they have been poop for weeks.
So as the sporting psychologists like to talk about: "focus on what you can control not what you can't". You can't control the crowd by asking them to behave a certain way. You can control putting a phenomenal effort out there even in the face of defeat, and a crowd will respond positively.