Yes, that has a negative connotation, but people tend to hone in on that one detail about women being subserviant to their husbands. If you read the whole passage, the Bible gives a whole lot of instructions and responsibilities to husbands as well. Cherry-picking one verse never gives a full understanding.
Honestly, women get the good end of that deal -- if you read the whole passage. People today tend to see "submitting" as a sign of weakness, or worse, they think it means women are to act like slaves to lazy husbands with an attitude of entitlemen.
The passage actually says that men are required to "love their wives as Christ loved the Church". That means Agape love, total love, total commitment, putting her first. So that means always considering her needs before your own. Always making sure she's happy and cared for. It means maing sure she has food before you do. It means she has time to rest and relax, even if you yourself are tired. And the passage includes instructions about men being humble, not taking advantage of their position as head of the family, and -- I can't remember the exact words -- not driving wives and children to irritation by claiming special priviledges. Also, men are specifically charged to act as spiritual heads of the household, and they are responsible for the spiritual health of their household.
So any man who demands that his wife act as a servant to him should read those scriptures. Really, his part is harder.
The same passage instructs children to obey their parents, and the same passage tells slaves to submit happily and be loyal to their masters (which I think today can be generalized to mean employees to their bosses).
Really, if both partners are working hard to make the other one happy and aren't "keeping score" about who does what, things are going to work out.