For someone to deserve something there would also need to exist a form of judgment of which does not exist in the spirit world. Hell is a belief system that has the potential to be created by the soul after they physically “die”. 

Your beliefs create your reality, and this applies throughout all of creation, even more so in the hereafter. So, if you believe in Hell strongly enough you surely can create that environment for yourself most assuredly. But no one is being sent to Hell as a form of punishment for sin. The reality of a Hellish realm would be the sole manifestation of the beliefs of that specific personality.