Please add following code in your theme’s (child theme’s if any) functions.php
add_action( 'fep_directory_table_column_content_name', function( $user ){
$shop_name = get_user_meta( $user->ID, 'pv_shop_name', true );
if( $shop_name )
echo $shop_name;
else
echo $user->display_name;
});