what is meta name of that field? Did you use any plugin to create that field?

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;
});